Before the Whyred Fall 2015 show in Stockholm I had the pleasure doing a little interview with the designer Roland Hjort and take some quick backstage pictures. Enjoy!
How did you get started?
“Whyred started 1999 with the men’s collection and the women’s collection in 2000 – a new chapter for Scandinavian style.”
“The brand Whyred is – Contrasts, Heritage and Art, Music and Tailoring.”
“Contrasts where the expected meets the unexpected in a nonchalant elegance. Heritage to make well made fashion inspired of classic and historical garments. Art, Music & Tailoring where a sophisticated mix of different art forms characterize the essence of the brand. This is Whyred!”
Signature look of Whyred?
“Parkas with a tailored suit, a masculine look.”
What’s been the inspiration for the Fall 2015 collection?
“Time will tell. Time; is the forth dimension and measure in which events can be ordered from the past through the present into the future. The Hourglass; unlike most other methods of measuring time, the hourglass concretely represents the present as being between the past and the future and this has made it an enduring symbol of time itself. Time is the fourth dimension, the hourglass is the symbol and time will tell…”
“The women’s collection is inspired by Edwardian Dandies fused with Teddy Girls style we’ve created a masculine look fused with Whyred’s heritage. By the mid 1950’s, Edwardian suits were readily available on sale in markets, as they had become unwearable by the upper class once the Teddy Boys had started sporting them. But even with lower wages than the boys, Teddy Girls would still dress up in their own drape jackets, Men’s pants, flats shoes, tailored jackets with contrasted collars and put their feminine spin on the Teddy style with brooches and elegant clutch bags.”
“For this season’s men’s collection we’ve glanced at some French surrealist poets who inspired the American “beats”. Inspired by the past and the nonchalant way the were dressed up in classic tailored pieces fused with a present progressive and functional design creates an interesting collection and a concept for the future.”
Your most memorable career moment so far?
“The Swedish fashion award “Guldknappen 2014” for Damernas Värld, but I do have many very good career moments since I started in 1989.”
Great style is?
“Simplicity and personality.”
“The international market.”