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 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.

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.

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

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

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.