Whyred brings mod back into modern

Mod culture has long been a part of British fashion, becoming a part of the fabric for UK style. Whyred is certainly in this new foundation of mod; the UK-based fashion label attempts to embody the mod style of dress through its style-conscious, street-smart, clean-cut garments, which are sold through its online shops and various stockists worldwide.

Focusing on “raising aesthetic awareness and creating new expressions”, Whyred’s garments are sleek and stylish with smart mod tailoring being the basis for its design. Its Spring/Summer 2012 collection is vibrant and fresh, cut through with tailoring sharper than the needles that helped make these beautiful clothes. With a mod silhouette used throughout, classic pieces such as the double-breasted suit and the parka are punctuated with modern spiralling prints in peach, green and blue. It makes for a truly contemporary collection.  

Whyred has a “philosophy of style” that it attempts to weave through its garments: tailoring, contemporary music, creativity and wild art scenes running through the veins of its mod background. The ambitious label was founded in 1999 by friends, Roland Hjort, Lena Patriksson Keller and Jonas Clason. With a desire to create “intelligent luxury” that opposes the “brash and vulgar”, Whyred is about expression of the self and dressing to express who you are – something that brings out the wearer’s personality.

With its collection of slick, well-cut garments for men and women, Whyred has made fun and stylish mod fashion become timeless. This label is perfect for anybody in any urban environment – for someone whom looking good and saying “this is who I am” through their style is second nature.

Click here to see the rest of the SS12 collection.

Rebecca Saunders