I always like to incorporate one or two chic accessories that contrast with the more gritty look of my daily uniform: a leather jacket and jeans.

I grew up in a very bohemian environment in southern Sweden, so I was always, always, always in black jeans.

I see BLK DNM more as a creative project than a traditional fashion brand. The world doesn’t really need more Fashion Houses. I want to create something different – to be able to collaborate with great creative minds and thereby stretch the brand in different directions. I also believe that a brand should offer deeper content in this era. After all, the only reason to do all of this is to create energy and to inspire people.

I have a really simple wardrobe. I wear a low-scoop tee every day with a tux or leather jacket and tux pants or black jeans. That's pretty much it.

I was Justin Timberlake personal stylist for years, so I went to his video shoots and his gigs with Madonna, and I did it very hands-on. It was a great way to experience and understand that part of American culture.

I was tired of doing collections, tired of doing runway shows... there was just so much wasted time and energy doing all the runway product and all the filler product. We also decided not to do wholesale, which gives me a lot of freedom; I can basically do what I want and I don't need to fit into any department in a store.

I always like to incorporate one or two chic accessories that contrast with the more gritty look of my daily uniform: a leather jacket and jeans.