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.

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 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 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.

An easy way to find your own style is to exaggerate yourself a bit and then find a balance.

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.