Catalogue from Whyred

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We're all a little envious (okay, very envious) of the effortless cool of Swedish fashionistas, but thankfully, you can bring some of that coveted Stockholm style to your wardrobe with Whyred. By contrasting casual designs with sharp tailoring, this label dares to be different. Do you?

The Whyred way of life

Inspired by an eclectic mix of art and music, it’s no surprise that Whyred believes in blurring the boundaries between the expected and the innovative. From the bold shapes of designs that reference New Wave to the slouchy jumpers that nod to 90s grunge, the brand delivers an updated, elegant twist on iconic fashion eras (minus the dodgy haircuts). Whyred underlines every look with its signature clean silhouettes - garments like structured dresses for women and tailored trousers for men exude the nonchalant elegance that epitomises the Stockholm look. Ladies, stay on trend while looking to the past by combining cowboy-inspired chunky boots with ankle-grazing trousers and a coordinated jacket. Guys and girls, layer your long-sleeved tee underneath a piece of cosy knitwear that would make your grandmother jealous.

Power to the parka: the Whyred hero

Whyred has redefined comfortable sophistication and nowhere is this better demonstrated than with its iconic parka. No longer just the cosiest jacket around, the label has drawn inspiration from mods and the military to create an effortlessly cool take on the design. In true Whyred fashion, subvert the norm by throwing your favourite parka on over tapered jeans. Don’t be afraid to clash your colours either - mixing your navys, khakis and blacks is a great way to make a statement, because Whyred’s number one rule is that there are no rules.