Whyred

Whyred, founded in 1999 by Roland Hjort, Lena Patriksson, and Jonas Clason in Stockholm, sought to blend design, production, and marketing to create a leading European fashion brand. The name "Whyred" was inspired by the artist Sven X:et Erixon's response to a question about his favorite color. The brand also launched Whyred Art Projects to collaborate with artists and showcase contemporary art. Though it expanded globally, Whyred declared bankruptcy in 2021 but has resurfaced since.

Website: Whyred