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.

For women, I take inspiration from strong women with good aesthetics and integrity, and a little tomboy influence.

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

I think jeans have gotten away from the original meaning, that symbol of freedom; they've gone gimmicky and turned into a status item. Our denim is offered at lower price points for that reason. As far as the men's clothing in the collection, it's basically my wardrobe. I think men's clothes should be grounded, strong and classic. I like simple: a blazer, jeans, a low cut tee and maybe a silk scarf.

Coming to LA and working with brands connected with celebrity was a very different experience. I thought it was interesting to work with someone like Justin Timberlake and to work with the phenomenon of celebrity in the U.S., and also to take on the challenge of taking a celebrity brand and adding credibility to it.

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.

My first girlfriend, when I was about 18, was a fashion designer, and my sister was a fashion designer as well. I've always been into shopping, and I've always been very aesthetic, in a sense.