Burning bright

view gallery VIEW GALLERY

Tiger of Sweden is another Scandi import that Brits can't get enough of, says Rebecca Gonsalves

“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."

ebooks
ebookA delicious collection of 50 meaty main courses
Life and Style
ebookNow available in paperback
  • Get to the point
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Fashion

    Ashdown Group: Marketing Manager (B2B) - Romford - £40,000 + car

    £35000 - £40000 per annum + car and benefits: Ashdown Group: Marketing Manager...

    Ashdown Group: Helpdesk Analyst - Devon - £20,000

    £18000 - £20000 per annum: Ashdown Group: Helpdesk Analyst - Devon - £20,000 ...

    Ashdown Group: Data Scientist - London - £50,000 + bonus

    £35000 - £50000 per annum + generous bonus: Ashdown Group: Business Analytics ...

    Ashdown Group: IT Project Coordinator (Software Development) - Kingston

    £45000 - £50000 per annum: Ashdown Group: IT Project Coordinator (Software Dev...

    Day In a Page

    General Election 2015: ‘We will not sit down with Nicola Sturgeon’, says Ed Balls

    'We will not sit down with Nicola Sturgeon'

    In an exclusive interview, Ed Balls says he won't negotiate his first Budget with SNP MPs - even if Labour need their votes to secure its passage
    VE Day 70th anniversary: How ordinary Britons celebrated the end of war in Europe

    How ordinary Britons celebrated VE Day

    Our perception of VE Day usually involves crowds of giddy Britons casting off the shackles of war with gay abandon. The truth was more nuanced
    They came in with William Caxton's printing press, but typefaces still matter in the digital age

    Typefaces still matter in the digital age

    A new typeface once took years to create, now thousands are available at the click of a drop-down menu. So why do most of us still rely on the old classics, asks Meg Carter?
    Discovery of 'missing link' between the two main life-forms on Earth could explain evolution of animals, say scientists

    'Missing link' between Earth's two life-forms found

    New microbial species tells us something about our dark past, say scientists
    Ronald McDonald the muse? Why Banksy, Ron English and Keith Coventry are lovin' Maccy D's

    Ronald McDonald the muse

    A new wave of artists is taking inspiration from the fast food chain
    13 best picnic blankets

    13 best picnic blankets

    Dine al fresco without the grass stains and damp bottoms with something from our pick of picnic rugs
    General Election 2015: Ed Miliband's unlikely journey from hapless geek to heart-throb

    Miliband's unlikely journey from hapless geek to heart-throb

    He was meant to be Labour's biggest handicap - but has become almost an asset
    General Election 2015: A guide to the smaller parties, from the the National Health Action Party to the Church of the Militant Elvis Party

    On the margins

    From Militant Elvis to Women's Equality: a guide to the underdogs standing in the election
    Amr Darrag: Ex-Muslim Brotherhood minister in exile still believes Egypt's military regime can be replaced with 'moderate' Islamic rule

    'This is the battle of young Egypt for the future of our country'

    Ex-Muslim Brotherhood minister Amr Darrag still believes the opposition can rid Egypt of its military regime and replace it with 'moderate' Islamic rule, he tells Robert Fisk
    Why patients must rely less on doctors: Improving our own health is the 'blockbuster drug of the century'

    Why patients must rely less on doctors

    Improving our own health is the 'blockbuster drug of the century'
    Sarah Lucas is the perfect artist to represent Britain at the Venice Biennale

    Flesh in Venice

    Sarah Lucas has filled the British pavilion at the Venice Biennale with slinky cats and casts of her female friends' private parts. It makes you proud to be a woman, says Karen Wright
    11 best anti-ageing day creams

    11 best anti-ageing day creams

    Slow down the ageing process with one of these high-performance, hardworking anti-agers
    Juventus 2 Real Madrid 1: Five things we learnt, including Iker Casillas is past it and Carlos Tevez remains effective

    Juventus vs Real Madrid

    Five things we learnt from the Italian's Champions League first leg win over the Spanish giants
    Ashes 2015: Test series looks a lost cause for England... whoever takes over as ECB director of cricket

    Ashes series looks a lost cause for England...

    Whoever takes over as ECB director of cricket, says Stephen Brenkley
    Fishing for votes with Nigel Farage: The Ukip leader shows how he can work an audience as he casts his line to the disaffected of Grimsby

    Fishing is on Nigel Farage's mind

    Ukip leader casts a line to the disaffected