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combined his admiration of mod clothing (which started in the UK in the 1960s) with his fondness for the aesthetics of uniforms, to create garments which were new to Sweden. These pieces, such as a parka-type jacket, were instant successes and ensured that Whyred was noticed. After this initial ingenuity, rather than stray from the tailored look that helped him build the brand, Hjort developed a range of hero pieces that crop up time and again in his collections. ‘I’m a fan of classics, and classic garments have been in my head since I started. These are my icons. I always have them in my mind, even if they’re not exactly the same.’ Hjort’s ‘icons’ are often coats developed for the men’s collection that later fnd their way into the women’s line, which was introduced in 2000. These items give another nod to mod culture and to the androgynous trend that’s
Whyred has clearly found a formula that works, and Hjort is prepared to build on it
increasingly popular on the catwalks and on the streets of the most fashionable cities worldwide. According to Hjort, he sees the typical Whyred woman in trousers, a peacoat and loafers. ‘That kind of look is perfect. I really like to see the same aesthetic, the tailored look, on the men’s side as on the women’s side.’ He goes on to explain that some pieces that formed the menswear collection in 1999 Previous: the Highboy parka is a Whyred classic, autumn/winter 2014/15
Above (from top): Whyred designer and founder Roland Hjort; Whyred’s Star jacket autumn/winter 2014/15