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 think it's great to use fashion to develop your personality and express who you really are.

I don't like menswear that's too tricky, and I wanted to take a lot of inspiration from myself and really only do things that I like. I don't like chinos, but I do like dress pants and jeans, so we do them. It's pretty straightforward, and just a matter of doing the right products.

Everything I do with BLK DNM is more personal than anything I have done before. I've worked hard to go deeper in my true intuition, and therefore I am definitely more pure in my personal taste than ever.

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 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.