Established in 1999 by designer Roland Hjort alongside Lena Patriksson Keller and Jonas Clason, Whyred is a Stockholm-based brand that merges art, music, and fashion into its designs. The name 'Whyred' is inspired by a question posed by Roland's grandfather, an artist who often challenged norms by asking, 'Why red?' This spirit of questioning and innovation permeates the brand's ethos. Whyred is known for its modern interpretations of classic pieces, offering menswear and womenswear that exude effortless sophistication. The brand's aesthetic is characterized by clean lines, tailored silhouettes, and subtle details that set it apart. Inspirations are drawn from various cultural sources, including 1960s mod culture, jazz music, and contemporary art. Music plays a significant role in Whyred's identity, influencing both design and presentation. The brand often collaborates with musicians and incorporates musical themes into its collections and marketing campaigns. This connection to the arts creates a distinctive narrative that resonates with creative and fashion-forward audiences. Sustainability and ethical production are part of Whyred's growing focus. The brand is exploring ways to incorporate more sustainable materials and practices into its operations, recognizing the importance of environmental responsibility in today's fashion industry. Whyred has established a strong presence in Scandinavia and expanded internationally, with collections showcased in fashion weeks and featured in leading fashion publications. The brand continues to evolve, maintaining its commitment to innovation, quality, and the seamless fusion of art and fashion.