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.

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.

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

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