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Press Contact

  • Sweden

    Jung Relations, Mandarva Stenborg
    Gävlegatan 12 A, SE-113 30 Stockholm
    Phone: +46 8 410 556 50
    Fax: +46 8 30 14 10
    Mobile: +46 706 21 57 46
  • Norway

    Skar Agency AS, Andreas Huse
    Parkveien 29, NO-0350 Oslo
    Phone: +47 22 93 12 10
    Fax: +47 22 93 12 11
    Mobile: +47 47 97 87 06
  • Denmark and Iceland

    CMI Company ApS, Nethe Hofmann Jensen
    Ryvangs Allé 26, DK-2100 Copenhagen Ø
    Phone: +45 32 95 26 16
    Fax: +45 32 95 26 06
    Mobile: +45 20 20 94 99
  • Finland

    OY MOR.AL AB/Tiger of Sweden, Nita Salo
    Fabriksgatan 27–29 D, FI-00150 Helsinki
    Phone: +358 9 674 554
    Mobile: +358 45 841 6881
  • United Kingdom and Ireland

    Starworks Group, Oliver Cooke
    33 Cork Street, 2nd–3rd Floor, London W1S 3NQ
    Phone: +44 (0) 207 318 0400
    Mobile: +44 (0) 7825 887 841
  • The Netherlands, Belgium and Luxemburg

    Urban Agencies, Enrico Remoundos
    Nieuwstraat 156c, NL-5126 CH, Gilze
    Mobile: +31 6 5497 4207
  • Germany and Austria

    Silk Relations GmbH, Kerstin Geffert
    Rückerstrasse 4, DE-10119 Berlin
    Phone: +49 30 84710832
    Fax: +49 30 84710855
    Mobile: +49 177 5181950
  • Switzerland

    Its Companys AG, Karin Huser
    Haus zur Trülle, Bahnhofstrasse 69, CH-8001 Zürich
    Phone: +41 43 443 77 64
    Fax: +41 43 443 77 67
    Mobile: +41 796 29 01 03
  • France

    Stationservice, Olivier Houlez
    51 Rue des Petites Ècuries, FR-75010 Paris
    Phone: +33 1 42 21 36 36
  • Russia, Ukraine, Kazakhstan, Belarus and The Baltic States

    The AdDress/Showroom
    by Diamant Distribution, Alexandra Makayeva
    Via Felice Casati, 32, IT-20124 Milano
    Phone: +39 0267101312
    Fax: +39 0267382450
    Mobile: +39 3401718184
  • Canada

    rock-it promotions, inc,
    460 Richmond St. West, Suite 400, CA-Toronto, ON, M5V 1Y1

    Christina Walters-Arseneau
    Phone: +1 416 656 0707 ext. 107

    Caitlin MacLachlan
    +1 416 656 0707 ext. 117
  • United States

    Empire and Branch, Deepak Gayadin
    530 7th Avenue - Fl. M1, New York, NY 10018
    Mobile: +1-646-250-9242
  • South Africa

    Brandgroup International (Pty) Ltd, Michelle Hawkins
    Vdara 2, 41 Rivonia Road, Sandhurst, 2196, ZA-Johannesburg
    Phone: +27 11 440-3235
    Fax: +27 11 440-3412
    Mobile: +27 71 897 6929
  • General marketing and PR questions

    Marketing Director Per Håkans
    Phone: +46 8 546 310 00

Media Bank Press

Visit our Media Bank Press here.

– Our inspiration for the autumn collection was taken from Robert Redford’s iconic character in the film ‘Three days of the Condor.’ The collection is our take on the soft colours and tailored silhouette of the 70s, with a touch of our own idiosyncratic rock ’n’ roll attitude, said Ronnie McDonald, designer of Tiger of Sweden’s men’s collection. The collection’s monochrome palette is offset with softer elements of camel and beige, along with muted bold colour accents. The structure and patterns of the garments are inspired by classic men’s tailoring, with key pieces such as the double-breasted suit with jigger buttons. The outerwear builds on a longer, oversized silhouette, with a full-length trench coat made exclusively of mohair in focus.

For the women’s collection, designers Shena Neville and Tine Grandahl continue to develop the balance between soft, classic feminine garments and a more pronounced, tailored, masculine silhouette. The colour scheme builds on a black foundation with nuances of grey and winter white, with accents such as green, purple, pink and dark blue. Key garments include a minimalist cut blazer and an unlined, graphic plaid print coat. Monochromatic patterns and a strong sports influence strengthen the feeling of a modern, relaxed feminine look. – There’s a lot going on at Tiger right now. Our international journey continues, aimed at quickly establishing ourselves in the world’s foremost fashion capitals – Paris and New York, while Stockholm and the Stockholm fashion week remains our home ground, said David Thunmarker, CEO Tiger of Sweden.

2013 marked the launch of two standalone stores in London, as well as one in each of Cape Town, Toronto, Aalborg, Bergen and one more in Stockholm to join the 20 other existing stores in Sweden and 23 others across Europe, Canada and South Africa.

To further their international expansion, Tiger of Sweden has announced partnerships with two agencies to increase the brand’s global footprint through expansions in the US and France. Agencies as follows:

  • Empire and Branch, a brand-building collective to launch distribution within the United States.
  • THE HANGER in France, with an already confirmed presence in a minimum of five doors at Galeries Lafayette.

Tiger of Sweden CEO David Thunmarker comments:
“For the past 2 years we have taken Tiger of Sweden on an international journey. We have enjoyed great success in Selfridges throughout the UK – we are now stocked in all 4 Selfridges stores – and marked 2013 with the opening of flagships on London’s iconic Piccadilly, in Canary Wharf, Toronto, Cape Town, and Stockholm amongst others. Having now established Tiger in London, our plan is to do the same in two of the other fashion capitals of the world – New York and Paris. We plan to grow quickly over the next 2–3 years, through a mixture of wholesale and the opening of standalone stores.”

Empire and Branch Principal, Deepak Gayadin, discusses the potential growth in United States:
“We are very proud to launch Tiger of Sweden for 2014. We will introduce 3 collections; menswear, womenswear and denim. What sets Tiger of Sweden apart from other brands is ‘the different cut’. The fit is slim yet comfortable due to construction. Tiger of Sweden is ‘the new lux’; the collection utilizes high quality materials paired with a comfortable slim fit that is relaxed enough for every day, and at an honest price-point. We see the market shifting, denim stores are moving towards the inclusion of more tailored menswear and Tiger of Sweden’s menswear collection is designed to wear with denim. We see big opportunities for Tiger of Sweden in America and plan to grow the business organically with points of sale that will include department stores, specialty retailers, e-commerce and Tiger of Sweden stores.”

THE HANGER Managing Director, Laurent Hollander, discusses the potential growth in France:
“Tiger of Sweden has a strong potential in France for both menswear and womenswear collections. The Different Cut is a statement that has been understood right away by the Galeries Lafayette management team. Tiger Menswear offers a modern/contemporary attitude to wear a suit and correspond to demand of renewing the formal wear offer. Regarding Womenswear, we already have a good response from multibrand stores all over the country and our plan is to develop the brand through Department Stores and Independent retailers. Within the next 2 years, we’ll make a deeper launch of the Denim collection.”

About Empire and Branch

Empire and Branch: a brand-building collective masterfully unifying creativity and enterprise in the United States. E&B is the ideal way for a brand to maintain their integrity while entering one of the largest and most complex markets in the world, striving for profitability and sustainability, while minimizing risk.

Empire & Branch consists of four equal partners bringing a combined 25 years of industry experience and knowledge. Working on a corporate level, E&B executes all necessary enterprise channels for any brand brave enough to enter into the US market – from branding, marketing, PR, wholesale, retail, and e-commerce, through to warehousing and logistics solutions.


  • Deepak Gayadin
    15 yrs EVP – G-Star. He actively supported the globalization of the brand and the set-up of the American market
  • Maurizio Marchiori
    21 yrs Global SVP, Marketing and Communications – Diesel Group including 5 years in the Diesel US Subsidiary
  • Chris Pappas
    13 yrs of Executive experience in the US market – Donna Karan, Hugo Boss, Diesel, PRPS
  • Sandro Risi
    25 yrs of International Finance experience including PwC and over a decade as CFO within the Gucci Group / PPR


THE HANGER has been created and founded by Laurent Hollander in June 2011. The concept is based on the externalization of the product and sales departments for designers and brands. The company has been developed through a strong expertise in managing menswear and womenswear brands within the international distribution. THE HANGER aims at developing business models for new brands, new product lines and offering the necessary support to lead a brand to success.

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Our Scottish designer Ronnie McDonald had the idea that Tiger is like a clan – a group whose kinship is defined by having worked for Tiger. The word originates from the Scottish gaeliskans clann, but a clan is not a real clan without its own Tartan. That’s why Ronnie was given a mission: to create Tiger’s own tartan as a tribute to everyone who has ever worked at Tiger. Our Tartan was woven on a hand loom – one as old as Tiger itself – by Daniel Harris at London Cloth Co. The pattern was registered at The Scottish Register of Tartans as Tiger’s Official Tartan.

We have created one hundred jackets and one hundred scarves out of our unique Tartan. While we were at it we couldn’t resist the urge to have six kilts made also. It is with great pleasure and pride that we present the Official Tiger Tartan for our clan.

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Following more than ten seasons showing at Stockholm Fashion Week, Spring Summer 15 sees Tiger of Sweden – the Scandinavian fashion brand that took the suit out of the bank and onto the street – move their catwalk show to London.

“Since re-entering the UK market over three years ago, London has become a second home for Tiger. We love the city for its energy, creativity and its rich fashion heritage. We are proud to become a part of the LC:M story.” David Thunmarker, CEO – Tiger of Sweden For Spring Summer 2015, Tiger of Sweden draw inspiration from cult film, “The Warriors”. The ‘Tiger Gang’ of SS15 looks to the night-time adventures of the film’s New York gangs, with tailoring that exudes a rock and roll attitude and a tough elegance. It is a collection created to be worn all hours, just as with the Warriors’ own 24/7 gangland attire. The colour palette references the night, with a focus on black and white and shades of grey. The city landscape is a key reference, with brighter colours such as petrol and rust breaking through the monochrome and a use of prints, inspired by the street art and graffiti from the film. Always focusing on Tiger’s trademark brand philosophy, ‘A Different Cut’, the dominant silhouette this season is slim, sharp and strong. Blazers are cut short with a slim-cut trouser. Outerwear has evolved to a more relaxed fit for the spring. SS15 notably sees the introduction of a new shape for Tiger, a slightly oversized and elongated suit shape.

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In the old factory building Old Sorting Office in the industrial area of New Oxford street – the Tiger models marched along a rough catwalk to the strains of futuristic synth music. For Tiger of Sweden’s Autumn Winter ’15 collection, the understated post punk look from the German synth band Kraftwerk has served as a great inspiration.

As ever, the suit is at the centre of the Tiger of Sweden collection. Mirroring the sharp, tautly tailored aesthetic of Kraftwerk et al, the silhouette has been elongated. The models of the show wore high wasted trousers complete with tapered legs cut in muted shades of military green, beige and midnight blue.

The artificial nature of synth music has also played a part in the development of the outerwear pieces that was shown in London. Oversized overcoats in bright sporty shades of neon blue and jersey knits, ties, socks, bags and belts in neon lime and fuchsia brightened up the crowd in the old sorting office.

Tiger’s trademark brand philosophy, ‘A Different Cut’ also permeated the new and exclusive collaboration with Derry-based brand Smyth & Gibson; two shirts - one with a cutaway and the other with a tie bar collar was shown on the catwalk.

Designers Tiger Men
Ronnie Junior McDonald and Christian Lippich
Luke Day
Shelley Durkan
Matt Mulhall
Make Up
Petros Petrohilos
Jonjo Jury
Show Coordinator
Executive Producer
Per Håkans, Tiger of Sweden
Creative Director Brand
Niklas Johansson, Niklas Johansson Studio