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

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

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 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.

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