WHYRED got its name from an interview in the early 1950´s with the prominent swedish artist Sven “X:et” Erixon. When he was asked what his favourite colour was he answered: “Red”. “Why red?”, the interviewer retorted. Known for his rich palette of colours Sven dryly quipped: “Well, blue then”.

Sven “X:et” Erixon is the grandfather of WHYRED’s creative director and co-founder Roland Hjort. In 2014 WHYRED celebrates 15 Years in Fashion, XV, with various projects that will emphasize our heritage of Art, Music & Tailoring.