Whyred (Stockholm, Sweden)

A resurgence in good weather here in Paris has not only kept me away from this blog once again (sorry!), but also far away from any stores, which is why I'm posting an oldie but goodie from Stockholm. Not only that, but as I'm currently in complete denial that the summer is almost over, I'd prefer to revisit all the SS10 pieces I came across in Sweden, rather than browse the current FW10 offerings. Ok, I lie - I have been looking at coats, but a sunny climate does wonders in preventing me from trying anything on.

SS10 lookbook (images: Whyred).

Anyhow, Whyred was one of those ultra cool Swedish brands everyone had been telling me to check out long before I visited Stockholm last May. I had previously seen a few of their items in various stores, such as Urban Outfitters, but was curious to visit a main flagship. As such, I was thrilled when I came across their newest and biggest boutique in the heart of the Swedish capital. Founded in 1999 by Roland Hjort, Lena Patriksson Keller and Jonas Clason, the company initially released menswear and added a women's collection a year later. Aside from wanting to create sophisticated urban clothing that was both modern and timeless, the label is also heavily influenced by the art and music world as seen in the 'Art Project' collaborations, which have included everything from short films to special edition handbags.

Overview of the front of the boutique, which includes a display case and comfortable furniture (top image: Whyred).

Although I ended up visiting another Whyred store a day later, this newest flagship is where it's at. Large and airy, it manages to embody the perfect balance of modernity and timeless elegance. Some of the key looks can be found in a large display case towards the front, while the rest of the boutique is characterized by sleek wooden floors, plush sofas, flower arrangements, chrome tables and minimalist white shelves.

The beautiful cash desk near the entrance (right image: Whyred).

The women's wear section, complete with a couch for potential bored male partners.

The clothing is kept simple - everything from luxe basics such as tank tops and cardigans to supple leather jackets and silk dresses can be found here. Nothing was overly trendy, which makes the pieces perfect staple items. In more recent years Whyred has added an accessories and footwear line, most of which can be found on large wooden block tables in the center of the store. My favorites were the boot wedges and the platform pumps, while the flat woven clutches would add the perfect chic touch to any outfit.

Knitwear, t-shirts and of course... the shoes.

Another view of the women's collection. Most items were conveniently arranged by color.

If you have a thing for menswear clothing like I do, I'd definitely also recommend taking a look at this section which could be found towards the back of the store. Lots of tailored jackets and shirts with a perfect mix of casual trousers and tees dominated this area, and as with the women's range, there was a wide variety of accessories available ranging from leather briefcases to sturdy boots.

A glimpse of the menswear department.

More cool (women's) stuff in the middle of the store, including the flat leather clutch (above) and the suede purple jacket (bottom right).

While the pricing is similar to that of other premium labels, my only gripe is that some of the clothing was either made in China or contained a lot of synthetics which (at least in my opinion) didn't necessarily justify a higher price tag, so I'd just read labels carefully when shopping. Having said that, the decor of the store alone was worth the trip and I probably could have spent the whole afternoon there if I could have found a way to convince the husband this was a tourist attraction. The airy ambiance however did give you the feeling you were almost shopping outdoors, so don't feel guilty about spending more time here on a sunny day.

Overview of the menswear section (above) and the rest of the boutique as seen from the back (top and lower right image: Whyred).

If you're not going to Stockholm anytime soon, Whyred is easily available online via their webstore or from other retailers such as the aforementioned Urban Outfitters or Revolve Clothing.

FW10 lookbook (top) and runway shots (images: Whyred).

Address: Mäster Samuelsgatan 3, 111 44 Stockholm
Opening Hrs: Mon-Fri: 10:00-19:00, Sat: 10:00-17:00, Sun: 12:00-16:00
Whyred Homepage & Online Shop