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

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.

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 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.