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

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.

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

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

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.

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 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.