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Whyred

Swedish label Whyred got its name after an interview in the early 1950s with Swedish artist Sven “X:et” Erixon. When asked what his favourite colour was, he answered, “Red,” to which the interviewer retorted, “Why Red?” It is important to know that this artist is the grandfather of WHYRED's creative director and co-founder, Roland Hjort. Whyred reinvents the modern male wardrobe and offers a collection that is at once urban, innovative and irresistible. The label's DNA is minimalist, utterly nonchalant and defined by these five distinct elements: contrasts, heritage, art, music and tailoring.