Burning bright
Tiger of Sweden is another Scandi import that Brits can't get enough of, says Rebecca Gonsalves
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Your support makes all the difference.“Since the release of 'Love Me Do', I don't think any country has influenced the Swedish pop-cultural scene more than Britain, especially within the fashion and music scene,” says David Thunmarker, the chief executive of Tiger of Sweden. The brand's menswear, which is a market leader on home turf, has taken over a large area of Selfridges in London for a temporary pop-up to mark its first year in the department store.
Founded in 1903 near Gothenberg, the Tiger brand has been built around the principle of offering a "modern, sharp and accessible" look. "The ethos of the brand combines the perfect fit with interesting materials and designs," Thunmarker explains. "We put a lot of effort into creating the perfect cut to achieve that beloved Tiger fit, it's really what we're about. The music scene, and the British, has always been a big design inspiration for us."
"It's great to look back on the customer response we've had in a relatively short time," says Adam Kelly, buying manager of Selfridges. "The success of the collections is definitely attributable to the fact that the cut comes first – contemporary tailoring is a category which is growing for us all the time, and Tiger has quickly become one of the cornerstones of that offering."
For this season, designers looked at the DJ and club scene in Stockholm and Berlin for inspiration, which manifests as dark, minimalist pieces with dandy touches such as Paisley pocket squares, fedoras and square tortoiseshell glasses. Skinny leather trousers may be a bit outré for most shoppers, but well-cut tailored separates, heavy woollen jackets and casual jersey pieces are sure to please most.
As well as ready-to-wear, the company also offers a made-to-order service: "It's always been a part of the company, going back to the time when we had our own factory in Uddevalla on the Swedish west coast," Thunmarker says. "We want to offer suits you fall in love with and don't just wear at work, weddings or funerals. Made-to-order gives the consumer the possibility to create something special."
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