With the vision of building a label that could give the consumer a modern experience and exceed the expectations with regard to design and quality, friends Roland Hjort, Lena Patriksson Keller and Jonas Clason founded Whyred in 1999. The name came from chief designer Roland Hjort’s grandfather, the prominent Swedish artist Sven ”X” Erixon. Asked in a radio interview in the early 50s to tell his favourite colour, Sven answered: ”Red”."Why red?”, the interviewer retorted. Known for his rich palette of colours Sven dryly quipped:”Well, blue then”.

Taking good tailoring, contemporary music and the art world as its point of departure, Whyred has earned the epithet the Indie super label.