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.

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

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 see BLK DNM more as a creative project than a traditional fashion brand. The world doesn’t really need more Fashion Houses. I want to create something different – to be able to collaborate with great creative minds and thereby stretch the brand in different directions. I also believe that a brand should offer deeper content in this era. After all, the only reason to do all of this is to create energy and to inspire people.

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.