Interview with Andreas Weinås - Scandinavia's style expert

Andreas Weinås is undoubtedly one of the main faces of classic men's style in Scandinavia, with many years in the industry in various places. Always extremely well dressed in garments with a perfect fit - a great style inspiration for many. Skolyx had a chat with him.

We meet at the roof terrace of Grand Hotel MinervaIt, where Andreas Weinås is staying during the Pitti Uomo week. It was above all his many years as editor of the site Manolo that made him a household name in the men's style sphere in Sweden, a sort of Scandinavian version of Permanent Style, which has now sadly closed after Andreas left a few years ago. This was after he started to be seen more on international arenas, and wanted other challenges.



Today, he is a watch editor for King and a freelance writer for Svenska Dagbladet's Perfect Guide, and together with Per Nilsson he runs the podcast Gentlemanualen. However, he is most active as a kind of modern influencer, where he has taken a slightly more comprehensive approach than many others.
- I see it a bit like a production company, where I offer larger packages to various partners. It can be developing new products together, for which I do photo work with my own styling and my own photographer that they use in their marketing, and which I then promote in my own channels, says Andreas.

What's the most fun?
- It's very fun to be involved in designing products, to be able to act as Creative Director for a product type or a small collection. Then it also clearly is something I can stand behind myself.

You also work mainly with brands that are relatively well priced, is it important that it's accessible?
- Yes, because garments and other things of the type that I like to develop are easy to buy if you go up the price range. The fun and challenging thing is to take the fabrics and fit from my tailored garments and such, and make something with the same feel in a completely different price range, that can be bought by more people. For example, my collaboration with Ströms in both trousers and jackets are good examples of this. It's a bit like what you at Skolyx have done with TLB Mallorca and the Artista range.

How would you describe the way you dress?
- Depends a bit on how you look at it, I mean, I've been called both a "little old man" and a "fashion geek". So maybe it's somewhere in between. I still love tailored pieces, what has changed in the last five years is that I don't feel I have to wear black oxfords with my dark suit, navy blazers with the grey flannel trousers and so on, I'm loosening up more on the rules.

What kind of shoes do you wear the most?
- Penny loafers are the favourite, such a versatile shoe model in my eyes. You can wear black penny loafers to weddings, and then with jeans. Brown suede or black calf is what I wear the most.



What do you choose first, clothes or shoes?
- It kind of goes in periods. I often pick one thing in an outfit that I'm excited to wear, it might be something like a tie, or perhaps just a watch, and then build from that. Of course I'm aware that I have the benefit of having a large wardrobe and many shoe options, so I can put it together relatively easily, in a different way than the average person can.

Of those who are interested in style, the shoe interest is often high, why do you think that is?
- I agree with the quote a pair of shoes can make or break anything, if you have a Savile Row suit but with "salmiak beams" on your feet you can't save it, but with good shoes you can save a lot. And it doesn't have to cost a fortune. People are interested in shoes because many understand the value of this, and also many probably appreciate that it's something you can take care of.

Do people understand the difference between good and bad shoes?
- I hope so, as I would say that the difference between good and not so good shoes is greater than for many other products, like shirts or ties. So that's something worth spending more money on. One piece of advice is to put the focus where it makes a difference, obviously it have to matter to you, but for example shoes and jackets will get you more if you prioritise.


Quick facts about Andreas Weinås:
Age?
- 36
Place of residence?
- Stockholm
Family?
- My wife Viola and my dog Bamse.
Can you tell is something special about you that few people know about?
- I can basically rap the whole "Rapper's Delight" by The Sugarhill Gang, it's 14 minutes long...