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

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

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 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.

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.

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

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.