Whyred is a Stockholm-based fashion brand. We channel our love for the classics through our designs, but always with an edge. Because we love independent, impeccable style.
So we produce garments that will live longer, in both quality and aesthetics. That’s also the most effective way to run a sustainable company - something we take seriously.
COLLECTION STRUCTURE
Every garment matters
If we are not proud of the design and the quality, it doesn’t make the cut.
So we’ve placed wardrobe staples at the core of the collection. Think denim, timeless basics and hero products like our classic chinos or iconic parkas – those favorites you always return to.
We then release a new collection every second month. These are exclusive drops with small volumes. It is our way to help customers find new favorites to build their perfect wardrobe, slowly and with a sense of exclusivity and purpose.
Our collection includes womenswear, menswear and accessories.
INTERVIEW
Jessy Heuvelink
As of spring 2020 we are working with a brand-new creative director.
SUPPLY CHAIN
We cut out the middleman
Whyred is a brand that likes to sell directly to consumers, primarily through our own stores and www.whyred.com. Without having to pay middlemen, we can offer high-quality clothes at reduced prices, while still working with manufacturers that pay living wages and uphold decent working conditions.
Ninety percent of our assortment is produced in Portugal with one production partner that in turn partners with local factories. This means we have good control of our supply chain, and we can make sure that our partners uphold the standard of working conditions we expect, while working to be as environmentally friendly as possible.
SELECTION
“Live long and never become old”
We aim to create garments with a level of quality and style that can live long and never become old. But we understand that people grow tired of garments from time-to-time.
That’s why we sell previous collections, unique samples and second hand garments through our SELECTION concept.