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.

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.

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

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.

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