May 29, 2008

Whyred (Stockholm)

So you want to start a Swedish fashion label. You'll need a big dose of the color black. High-waisted pencil skirts and trousers. Chunky black leather heels, or let's say wedges. Drapey tank tops. A mannish blazer. A jumpsuit and a girlish X-back jumper dress. Got all those? Congratulations: it's Whyred's spring collection! 

If designers Roland Hjort, Lena Patriksson, and Jonas Clason have Swedish fashion down to a formula, there's a reason for that -- the three met as colleagues at H&M. They launched their men's line in 1999 and the women's line the following year, and have since grown Whyred into a global brand complete with eyewear line, art collaborations, and sales in 230 stores around the world, including three stores of their own in Stockholm. 

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