Founder’s Message
Since founding Whyte, we have been supported by so many people, and that support is what allowed us to reach this moment today. What began as a small salon in Harajuku has slowly grown, evolving while staying true to our principles of vegan,” sustainable,” and natural,” shaped through the connections we’ve built with our clients, colleagues, and overseas community.
Opening Whyte in Malmö, Sweden, was both a big challenge and a long-held dream for me. In a place with different cultures and values, I often wondered how we could express and establish the essence of the hairstyling philosophy we believe in.
There were many moments when I felt like giving up, again and again. But each time, it was the support from our customers, our staff, and my family that carried me forward. I could never have come this far on my own. Whenever I travel abroad alone, I’m reminded of Japan, filled with both longing and gratitude.
Here in Malmö, there is a warmth that feels different from Japan — a gentle openness — along with a creative energy in the air. At the same time, Sweden and Japan share many similarities, creating moments of deep familiarity. I am genuinely excited to begin Whyte in this city.
The mission of Whyte Malmö is not just to create a place to cut hair. It is to create a space where diverse values are acknowledged, where we keep asking why” about the world, and where we explore what we can do for the planet and for society. Through our clients’ hair, we hope to bring joy, confidence, and happiness.
From here, Whyte will take Malmö as its new starting point — expanding across Sweden, into Europe, and eventually to America. We want to move beyond the boundaries of beauty and grow as a lifestyle brand that keeps asking the world: What does it mean to live naturally?”
We will continue to broaden opportunities for Japanese hairstylists, support their challenges overseas, bring the best of Japan to the world, and bring the best of the world back to Japan.
I am truly delighted to share this moment with all of you today. Thank you from the bottom of my heart for celebrating this new beginning with us. Please look forward to the challenges and adventures ahead for Whyte.
