"Whyred appeals to the anti-conformist, the individual who aspires to a life filled with independent choices and a free-spirited outlook. Whyred embodies a grown-up, no-fuss approach to dressing where collection pieces year after year become classic wardrobe staples. Established on the style values of the modernist, Whyred is a combination of clean lines, neat shapes and quirky details. Influenced by the music and art scenes, the design concept like the client has an intellectual appreciation for these genres of creativity.

Inspiration is always drawn from the iconic style of the 1960s Mods and an expression taken from The Who's manager, Pete Meaden represents the Whyred design philosophy; "Clean living under difficult circumstances". Faithful to the simplicity of post-modern aesthetics, Whyred creates classic, wearable designs with a modern twist that have become signature staples."

In store now – Aesthetics and morbid stories

Women
Lines and shadows of the body act as a starting point in Whyred's SS10 collection where cuts and prints clearly put anatomy into focus. Inspired by the films of Peter Greenway with his unique aesthetics and morbid stories; Whyred uses bones, blood veins and magnified skin structure to emphasize the raw aesthetics of life and death while looser slinky materials sensually bring out the shape of the body.

The look is neo-minimalistic with a clean and modern impression striking a chord to the 90's fashion and pop culture. A minimized amount of cuts - only employed to emphasize specific body parts or shapes - hidden buttons and simple details contribute to the clean look.

The revival of the 90's is also evident in the blazer inspired dresses, distinct silver zips and transparent details. The silhouette continues to play with contrasts; narrow bottom/wide top or vice versa were the fluidity of the fabric often causes the garments to drape around the body. A spacious transparent vein print dress is perfectly paired with a tight cat suit for late cocktail hours. Whilst an oversized blouse under a collarless solid wool mix jacket offer a characteristic Whyred girl everyday look when matched together with a pair of three-colour block striped denims.

A slight carrot shape also makes its way into the collection presenting a round shape coat with dolman sleeves which sits nicely over an emerald green blazer-dress in soft cupro and tights covered with a large number of small silver squares. Vaguely rotund trousers teamedwith a semi tailored couture blazer with super sharp shoulders and corset craft toaccentuate the waist and hips unmistakably flirts with the powerful outfits in the Greenway signature film "The Cook, the Thief, his Wife and her Lover".

Shoes and accessories
The shoe collection offers sexy high heels with shiny silver details and three cm platforms, either covered or in solid wood. Attention is especially drawn to high heels in emerald green plexiglass and knee-high boots with detachable legs. Super slim flat sandals in leather or nylon are perfect for the summer heat while a modern brogue shoe and a desert boot in nubuck find inspiration from men's classics. The bags are small and elaborated, and come with embossed vein patterns, skin structure prints and sharp silver details. A black and white skin structure printed scarf complete the accessories collection.

Materials
The materials show a living or shimmering surface achieved through different treatments, weaving or printing techniques, such as pigment dyeing and devoré printing. Natural and man-made materials are given equal attention: chiffon, viscose and cupro for a truly fluid look as well as nylon, wool blends and cotton amongst other.

Colours
The colour palette is composed and monochrome dominated by black, light hues of grey and beige, and different whites ranging from optical white to marshmallow-white. A subtle colour injection is given by the sophisticated accents emerald green, violet navy and silver.

Men
Lines and shadows of the body act as a starting point in Whyred's SS10 collection where cuts and prints clearly put anatomy into focus. Inspired by the films of Peter Greenway with his unique aesthetics and morbid stories; Whyred uses collar-bone cuts, blood veins and magnified skin structure prints to emphasize the raw aesthetics of life and death while looser flaccid materials bring out the shape of the body in an out of focus way.

The look is neo-minimalistic with a clean and modern impression striking a chord to the 90's fashion and pop culture bringing Whyred back to its roots. A minimized amount of cuts - only employed to emphasize specific body parts or shapes - hidden buttons and simple details contribute to the clean look. The revival of the 90's is also evident in the slick silhouette featuring boxy square top with narrow bottom. Coats are shorter with high collars and trousers are slim in stretch material. A clean cut nylon coat together with tight two-colour trousers exemplify this look and come in pigment dyed materials - a mottled surface evident throughout the collection. Skinny stretch trousers sit perfectly together with boxy biker inspired nylon jackets and long cardigans were the emerald green paper fiber version give a futuristic injection. Swap the cardigan for a stained jacquard jersey shirt and the jacket for a leather/nylon blazer and the indie-cool Whyred look is complete.

A key styling option is the from-top-to-toe white outfit clearly flirting with the Greenway signature film "The Cook, the Thief, his Wife and her Lover" with its bold monochrome spatial images. Mixing different kinds of white offer a more interesting look: a marshmallowwhite slinky cupro blazer with matching trousers together with an optical white shirt. For late cocktail hours the collection offers a black smoking inspired blazer in cool wool mix looking like two blazers put together with double lapels and cuff details. This is matched with a white shirt and Jodhpur inspired trousers - loose by the thighs and slim by the calves.

Shoes and accessories
The materials used are leather, nylon, canvas and nubuck; often mixed together, yet in a monochrome colour combination. The shoe collection ranges from minimalistic laced shoes and classic desert boots to slick trainers and high-tops. A general feature in all outfits is shoes without socks. Bags are practical offering computer bags and a typical 90's pannier as well as a set of skin structure printed leathers such as a slim computer brief and different kinds of wallets.

Materials
The materials show a living and shimmering surface achieved through different treatments such as pigment dyeing, weaving or printing techniques. Nylon and other man-made fabrics are widely used in the collection for a more hi-tech look and feel but natural materials such as wool blends, cotton and leather are still important players.

Colours
The colour palette is composed and monochrome dominated by black, light hues of grey and beige, and different whites ranging from optical white to marshmallow-white. A subtle colour injection is given by the sophisticated accents emerald green, violet navy and silver.

The beginning
Founded in 1998, Roland Hjort and his H&M colleagues Lena Patriksson and Jonas Clason begun a grown up, no fuss approach to dressing for the intellectual.

Why Red? Why not? The name is linked to Rolands artist grandfather, who was asked “What was his favourite colour?”
Sven X:et Erixon was known for his multitude of colours in his paintings. A label with both familiar and conceptual ties to the world of art, Whyred’s motto is; As in art, fashion should never be one dimensional. This conceptual link with the world of art is still today fundamental to Whyred.

Whyred design without compromising in quality. Garments are basic with clean lines and neat shapes that are free of fuss and ornamentation. However each piece has quirky detailing and focus on tailoring that gives Whyred it’s sharp, individualistic simplicity.

Whyred around the world
Established in 1999, Whyred has three stores in Stockholm and one in Copenhagen with offices in Stockholm, Copenhagen and Paris. Whyred is available in over 230 stores across 21 countries, including Sweden, Germany, Japan, Hong Kong, Holland, Belgium, Denmark, Norway France, Italy Spain, Greece, USA, Canada and the UK.