The magnestism of the Swedish fashion brand Whyred is a firm and mature label with clothes that sooner or later becomes classics. Fashion always mirrors the society in some way and Whyred gives a balanced mix with their authoritative wearable design, fine shaped and polished into modern sort of sophisticated and arty 'power-looks'. Whyred consists of Roland Hjort, Lena Patriksson and Jonas Claeson and theyíre one of the brands that seem to have the achieved a perfect balance between marketing and creativity. Since their first launch back in 1999 their creations has been spreading worldwide, with three stores in Sweden and 230 retailer shops in approximately 50 countries. Dazed recently chit-chatted with the chief designer Roland Hjort.

Dazed Digital: How are you and what have you been up to lately?
Roland Hjort: I am very fine! Weíve just finished the A/W 2010 collection. And it looks great.

DD: If Whyred were a musical composition, what would it sound like?
Roland Hjort: Very indie! Somewhere between Bowie -79, John Cale, and The Horrors. Kraut meets rock.

DD: How would you describe the design of Whyred?
Roland Hjort: Intelligent luxury! With ingredients from art, tailoring and music. It's also focused on contrasts,
it can be something as simple as a tweed blazer with plexi-glass buttons.

DD: What is the best / worst thing about Sweden?
Roland Hjort: Best: It's a very beautiful country. Worst: very cold, in many ways, a little too far away from the the centre of Europe.

DD: Tell us more about your current work process?
Roland Hjort: Busy with the finishing touches on Autumn/Winter 2010.

DD: What other passions do you have in life?
Roland Hjort: Music, art. and my daughter.

DD: Whatís your most used catch phrase?
Roland Hjort: "It's never too late". If you have a good idea it is never too late to use it.

DD: What inspires you to create?
Roland Hjort: I always get stuck on somebody or something. For the moment we're inspired by Chris Cunningham.