Tiger of Sweden was founded in 1903 in the Swedish town of Uddevalla by tailors Markus Schwarmann and Hjalmar Nordstram. The first to bring ready-to-wear tailoring to Sweden, making a formerly costly way-of-dress accessible to the masses and, in turn, wholly revolutionizing the way Swedes dressed, the label roots itself in the Scandinavian principles of equality and fairness. Though the brand’s 115 years of heritage is grounded in classic tailoring, their contemporary Tiger of Sweden Jeans collection acts as a casual counterpart to the polished formality of its main menswear line. Embracing a forward-thinking attitude, Tiger of Sweden Jeans offers a contemporary take on classic staples: denim jeans, button-ups, turtlenecks, and sweatshirts are made modern by the influences of traditional workwear, skate culture, and sportswear. Straight-forward and unpretentious in its design, the brand weaves an air of nonchalance into an aesthetic of elegant simplicity. Favouring authenticity over fleeting trends, Tiger of Sweden stays true to its core values and, in so doing, positions itself as a curator of contemporary culture.
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