For WHYRED, I worked with the brand’s Scandinavian roots while developing a more refined and contemporary expression.

Familiar menswear pieces were reworked through proportion, material and detail — combining clean silhouettes with a more relaxed, slightly unexpected attitude. Seasonal colour direction, tactile fabrics and carefully considered graphics, labels and trims helped create a collection that felt cohesive without becoming too polished.

The aim was always to keep it recognisably WHYRED: simple at first glance, but with character in the details.

Design Director · Creative Direction · Collection Design · Colour & Material Direction