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Whyred

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Former H&M colleagues Roland Hjort, Lena Patriksson and Jonas Clason combined their skills in 1999 to launch Whyred, a label founded on the principle of a clean living under difficult circumstances. Influenced by simple postmodern aesthetics, Whyred combines clean mod lines, neat shapes and quirky details to embody a no-fuss approach towards wardrobe staples.

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