Stockholmfashiondays.com - Interview

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”If you are in too much of a hurry you will only hurt yourself”, says Christian about the way he and colleague Fredrik tries to work with and build their label Whyszeck, that was nominated to become Rookies&Players company of the year during “Style at Sthlm” in February.

Even though he says that the journey has been rather quick for Whyszeck. It started in 2003 over a bottle of wine and a chat about fashion. With some help from a friend they fixed a collection of t-shirts that were just like they wanted them to be. Other people liked them too and during spring 2004 their first full collection was ready to sell.

Whyszeck Neither Christian nor Fredrik are educated in fashion but it is not something they see as a problem, it can even be an opportunity. “I think that you can become rather influenced by the schools, learning that fashion should look a certain way”, explains Christian. “It is so important for us to do our own thing, and not be limited. We can always get help with the technical things where we don’t have the skills”, he continues.

In particular, not having any contacts in the fashion industry meant it has been a tough journey with lots to learn. Despite this, they are one of very few new fashion companies that have had an investor almost from start. “No matter what – you always need money”, says Christian about having an investor. It is also apparent that it has been good in other ways since an investor demands to get plans, budgets and strategies for the future.

Another thing that’s different when Christian speaks is his interpretation / understanding of the customer. For most designers the customer is the person actually buying the garments and the actual customer, the shop, is only seen as a channel. Not so for Whyszeck! It’s apparent that they care equally about the shops and the people deciding to buy their clothes, making sure there aren’t too many shops selling their range in the same area and building good working relationships with the ones that do. “We are not big enough to be a base in their sales, and then we have to be something unique to that specific shop. That is obviously not the case if every shop on the street sells us”, says Christian.

Whyszeck You might be wondering, don’t they want to grow in the future though? Well – it is a fine balance according to Christian. Up until now it has been more important to get into the shops where they wanted to be sold. Now, that’s almost done, it’s more interesting / challenging to look at exporting to other markets then to increase the number of retailers in Sweden. “We have started studying other countries”, explains Christian. There is a clear fascination with Japan, that is a country that inspires and they have managed to get an agent there now. Other then that Christian mentions Belgium as an interesting country where they are far ahead when it comes to fashion.

The nomination to become Rookies&Players company of the year has meant a lot to them. “It feels like a recognition for doing what we have done, for choosing our own way”, says Christian. He also comes back to his customers, the shops, and feels that it has been easier for them to sell the label with all the added media attention. However, there’s more pressure to deliver as well though. “People will expect more from us now – it has to be good”, explains Christian.

No doubt these two guys will deliver something very much from their hearts and souls again in time for the fashion week in August. As Christian says: “I know that we will do well”.