Burning Bright: Tiger of Sweden

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, CEO 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.

"The British recognise themselves in a way in Swedish fashion, and I think especially in Tiger. As a tailoring brand in many ways we are anglophiles, Savile Row and the British gentleman you have to love, and style-wise the Mods and the skinheads scene and icons such as David Bowie and Paul Weller. There's a never-ending list of what we love about Britain."

Founded in 1903 near Gothenbery, 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," explains Thunmarker. "We put a lot of effort in to 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."

"We are very proud of our history and we still talk about our founders back in 1903. Their spirit is very much still alive in the company – the sense of entrepreneurship, to always challenge. It also gives us access to the best fabric mills in the world because we have been doing business with them for generations. But you have to be careful so you don't get stuck in your history; we live by a simple strategy: we are constantly moving forward."

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, fedora hats 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. "Our mantra is 'what would we wear?', says Thunmarker. "There is definitely a fundamental appreciation for tailoring, and though most people regard it as something stiff and old school, for us it's more about fit, about accentuating the body."

The approach is very egalitarian: "We decided we wanted to take the tailored look out of the bank and into the streets, give it a twist and make a fashion statement. For us the suit is very rock'*'roll. It's something you can wear to work, to the bar across the street, or even to the nightclub and still look sharp. We make 24/7 suits for 24/7 men, but we're not what you could call a peacock brand. We don't design fashion that is in your face. We enjoy subtlety and I think that appeals to a lot of men."

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," says Thunmarker. "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"

Arts and Entertainment
tvThe C-Word, TV review
Arts and Entertainment
The Ridiculous Six has been produced by Adam Sandler, who also stars in it
filmNew controversy after nine Native American actors walked off set
Sport
Danny Jones was in the Wales squad for the 2013 World Cup
rugby leagueKeighley Cougars half-back was taken off after just four minutes
Life and Style
The original ZX Spectrum was simple to plug into your TV and get playing on
techThirty years on, the ZX Spectrum is back, after a fashion
Life and Style
ebookNow available in paperback
ebooks
ebookPart of The Independent’s new eBook series The Great Composers
  • 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

    Recruitment Genius: Senior Digital Marketing Consultant

    £28000 - £45000 per annum: Recruitment Genius: A Senior Digital Marketing Cons...

    Recruitment Genius: Assistant Stores Keeper

    £16640 - £18500 per annum: Recruitment Genius: An Assistant Stores Keeper is r...

    Recruitment Genius: Claims Administrator

    £16000 - £18500 per annum: Recruitment Genius: This is an excellent opportunit...

    Recruitment Genius: Software Developer - C# / ASP.NET / SQL

    £17000 - £30000 per annum: Recruitment Genius: Developer required to join a bu...

    Day In a Page

    'It was first time I had ever tasted chocolate. I kept a piece, and when Amsterdam was liberated, I gave it to the first Allied soldier I saw'

    Bread from heaven

    Dutch survivors thank RAF for World War II drop that saved millions
    Britain will be 'run for the wealthy and powerful' if Tories retain power - Labour

    How 'the Axe' helped Labour

    UK will be 'run for the wealthy and powerful' if Tories retain power
    Rare and exclusive video shows the horrific price paid by activists for challenging the rule of jihadist extremists in Syria

    The price to be paid for challenging the rule of extremists

    A revolution now 'consuming its own children'
    Welcome to the world of Megagames

    Welcome to the world of Megagames

    300 players take part in Watch the Skies! board game in London
    'Nymphomaniac' actress reveals what it was really like to star in one of the most explicit films ever

    Charlotte Gainsbourg on 'Nymphomaniac'

    Starring in one of the most explicit films ever
    Robert Fisk in Abu Dhabi: The Emirates' out-of-sight migrant workers helping to build the dream projects of its rulers

    Robert Fisk in Abu Dhabi

    The Emirates' out-of-sight migrant workers helping to build the dream projects of its rulers
    Vince Cable interview: Charging fees for employment tribunals was 'a very bad move'

    Vince Cable exclusive interview

    Charging fees for employment tribunals was 'a very bad move'
    Iwan Rheon interview: Game of Thrones star returns to his Welsh roots to record debut album

    Iwan Rheon is returning to his Welsh roots

    Rheon is best known for his role as the Bastard of Bolton. It's gruelling playing a sadistic torturer, he tells Craig McLean, but it hasn't stopped him recording an album of Welsh psychedelia
    Russell Brand's interview with Ed Miliband has got everyone talking about The Trews

    Everyone is talking about The Trews

    Russell Brand's 'true news' videos attract millions of viewers. But today's 'Milibrand' interview introduced his resolutely amateurish style to a whole new crowd
    Morne Hardenberg interview: Cameraman for BBC's upcoming show Shark on filming the ocean's most dangerous predator

    It's time for my close-up

    Meet the man who films great whites for a living
    Increasing numbers of homeless people in America keep their mobile phones on the streets

    Homeless people keep mobile phones

    A homeless person with a smartphone is a common sight in the US. And that's creating a network where the 'hobo' community can share information - and fight stigma - like never before
    'Queer saint' Peter Watson left his mark on British culture by bankrolling artworld giants

    'Queer saint' who bankrolled artworld giants

    British culture owes a huge debt to Peter Watson, says Michael Prodger
    Pushkin Prizes: Unusual exchange programme aims to bring countries together through culture

    Pushkin Prizes brings countries together

    Ten Scottish schoolchildren and their Russian peers attended a creative writing workshop in the Highlands this week
    14 best kids' hoodies

    14 best kids' hoodies

    Don't get caught out by that wind on the beach. Zip them up in a lightweight top to see them through summer to autumn
    Robert Fisk in Abu Dhabi: The acceptable face of the Emirates

    The acceptable face of the Emirates

    Has Abu Dhabi found a way to blend petrodollars with principles, asks Robert Fisk