- Ghent, Flanders, Belgium
WHYRED is a Swedish fashion brand based in Stockholm founded in 1999 by Roland Hjort. We love to play with conventions and disregard the obvious. Our signature Parka over a sharp tailored suit is our way of confronting conventional tailoring with casual dressing. By mixing materials in innovative ways this creates new expressions. It’s when the expected meets the unexpected in a nonchalant elegance, that’s what defines WHYRED.