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“The pants really make a big difference”

Whyred’s head of men’s design explains why the brand looks better than ever before.

Interview Johan Magnusson

Rooted in pop culture and friend with subculture. All that Whyred makes and are inspired by is derived from some kind of alternative art and music scene, where the garments become inherited from this or contrasted with this. The last few collections have had great response, a positive development and increased turnover, with the SS18 collection showed at Fashion Week Stockholm as no exception.

How would you describe the SS18 collection?

— The collection is based on a sharp tailored cut, mixed with functional garments and outdoor elements, head of men’s design Jonas Bladmo says. A cut up uniform with different proportions in a playful way, strictly but at the same time fluid. The suiting, some tailored coats, hi-tech nylon layers, wide trousers and the perfect sneaker together with some nylon bags, like the back-pack, and the funny-pack, are all esstential.

Your suits look better than ever before. Can you tell a bit more about them?

— I’ve played around with classical attributes, but tried to put the suit in a contemporary context and built the silhouettes in a few different ways. The pants really make a big difference in terms of expression. Basically, all jackets are easily constructed or completely unstructured regardless of detail, but clearly they differ in the form of buttons, collars and punches. The pants have a high waist, and the length or width of the leg becomes crucial. The goal has been to get a sharp yet playful silhouette.