Whyred was born out of the need for a brand embodying the modernist credo of dress wear for the stylistically conscious. The idea was to develop a distinctively personal elaboration of mod culture’s street-smart elegance. We understand Modism as clean dressing under difficult circumstances, a paraphrase of Peter Meaden’s famous quote ”clean living under difficult circumstances”.
Taking good tailoring, contemporary music and the art world as its point of departure, Whyred has earned the epithet "the Indie super label”. Authentic and visionary, Whyred appeals to the confident and adventurous consumer. Our ambition is to create intelligent luxury - elegant garments with a casual luxurious eel as opposed to the brash and the vulgar. Dressing to express your personality in a subtle, surprising manner is more easily said than done. So, what is it that actually happens in that blessed moment when dressing up for a night out and suddenly after adding or removing a piece of clothing you look great? Exhilarated, you instantly feel good about yourself. But is this only the fleeting reward of instant gratification? We believe that something more profound is at stake here. Something that we aim to achieve with our philosophy of style. Clothes should, simply put, assert those personal traits that the wearer likes best. Thus, every Whyred garment is made with bringing out the wearer’s personality in mind. It’s about establishing the precarious balance between identity and look, individual as it is from person to person.
To follow a selection from the Swedish label Whyred 's amazing winter collection filled with great tailored jackets and quality knitwear, for that classic Scandinavian cool.
Icky Finewool Knit availble in store in Navy Blue $200
Coil Lambswool Knit with gold zip down left shoulder, available in store in Red Wine $185
Mir Light Wool Knit available in store in Mil Green Khaki $230
Noid Stiff Wool available in store in Dark Navy Coat $750
Chad Light Waxed Parker Jacket availble in store in Mil Green Khaki $590
