Vogue Scandinavia can exclusively announce that Whyred co-founder and original creative director Roland Hjort has returned to the brand with the promise to restore Whyred back to its former glory
In the early aughts, Whyred was on a short list of emerging Swedish brands with cult appeal and mainstream potential. Putting its own, slim-silhouetted spin on Scandinavian minimalism, the brand was best known for considered tailoring and the sort of parkas one might find on Liam Gallagher. But as its contemporaries – Acne Studios, Rodebjer, Our Legacy – continued to flourish, Whyred somewhat lost its way. That’s due in no small part to the exit of creative director Roland Hjort. Now, however, Vogue Scandinavia can exclusively reveal that Hjort will be returning to Whyred as creative director effective immediately. His first menswear-only collection for the brand in five years will be autumn/winter 2025. Just like Gallagher’s Oasis, Whyred as we know it is back.