Why Sweden?

Why Sweden, you ask? Style discounter H&M is the major export, The Hives and Sahara Hotnights have begun to make a global mark, J. Lindberg dresses stylish boys who demand a lengthening silhouette, and Lovisa Burfitt is illustrating her way across numerous fashion accounts, to name a few obvious examples. Enter sportswear label, Whyred. Started in 1998 by designer Roland Hjort, the line is on the rise, using key Swedish signifiers: clean lines, graphic lettering and a defined color palette, underscoring a tight collection of super laidback sportswear for men and women. There's a swarm of sportswear brands from Australia to Encino, but if you seek Swedish lines of modern simplicity in your most basic of garments, Whyred suggests slim cut parkas and pullovers in muted tones, unfussy casual suits, and subtle but much tailored pants. Known sportswear poster boys and Oasis front men, the Gallagher brothers, discovered the label this past autumn, picking up pieces they later wore to their Stockholm concert. Hip boys who seek style in casual wear are all over the label. Get Whyred at Rolo, Fred Segal and Stackhouse in America and across Europe.
- Johan Schönfeldt
Photo: Whyred spring 2003