Whyred

Whyred is a Swedish fashion brand based in Stockholm founded in 1999 by Roland Hjort. WHYRED got its name from an interview in the early 1950´s with the prominent swedish artist Sven “X:et” Erixon. When he was asked what his favourite colour was he answered: “Red”. “Why red?”, the interviewer retorted. Known for his rich palette of colours Sven dryly quipped: “Well, blue then”. Sven “X:et” Erixon is the grandfather of WHYRED’s creative director and co-founder Roland Hjort.

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