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  • Sweden

    Tiger of Sweden, Erika Johansson
    Torsgatan 4, S-111 23 Stockholm
    Phone: +46 8 546 310 00
    Fax: +46 8 546 310 99
    Mobile:+46 70 8982065
  • 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, Natalie Harhoff
    Ryvangs Allé 26, DK-2100 Copenhagen Ø
    Phone: +45 32 95 26 16
    Fax: +45 32 95 26 06
    Mobile: +45 31 24 50 53
  • 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

    Lexson Brands B.V, Amanda Verkaik
    Haagweg 444, NL-4813 XG Breda
    Phone: +31 76 5223186
    Mobile: +31 6 29548147
  • 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
  • Czech Republic

    GANT Czech Republic s.r.o. Ivana Bartošková
    Pohořelec 114/22, CZ-118 00 Prague
    Phone: +420 2 3300 6021
    Mobile: +420 737 212 958
  • Canada

    rock-it promotions, inc,
    460 Richmond St. West, Suite 601, CA-Toronto, ON, M5V 1Y1

    Vanessa Bower
    Phone: +1 416 656 0707 ext. 128
  • South Africa

    Brandgroup International (Pty) Ltd, Amber Sarrimanolis
    Vdara 2, 41 Rivonia Road, Sandhurst, 2196, ZA-Johannesburg
    Phone: +27 11 440 3235
    Fax: +27 11 440 3412
    Mobile: +27 72 612 0832
  • General marketing and PR questions

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

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With this new store in Berlin-Charlottenburg, Tiger of Sweden is stepping up its branding and internationalisation plans. The range on offer in the large store, which covers an area of 140 m² and is located at Kurfürstendamm 29, is perfectly suited to the modern, urban man. In addition to the current autumn/winter 2016 men’s collection with a focus on contemporary formalwear, it will also stock the brand’s denim line, Tiger of Sweden/Jeans. The styles not only exude modern Scandinavian design and high quality, but also combine the two with an urban attitude.

The Swedish premium label has attracted a lot of attention and positive feedback over the past five seasons for its contemporary menswear collections presented at the fashion event London Collections: Men. Germany is currently one of Tiger of Sweden’s most significant markets with the fastest growth rate.

“We see a lot of potential In Germany, but especially in West Berlin, and it’s a great opportunity to take our brand profile to the next level. After Berlin-Mitte, we’re looking forward to joining the fray on the popular Ku’damm,” says marketing director Per Håkans. In addition to the Berlin-Mitte store, Tiger of Sweden has been running their flagship store for men, women and jeans in Düsseldorf since 2008.

The new store was designed in accordance with four conceptual themes, reflecting Tiger of Sweden’s fundamental values: individuality, Scandinavian tailoring, highquality fashion and urban life. The result is an architecturally clean-cut store with a minimal layout and custom-made furniture.

The updated design concept by Swedish architectural firm Boys Don’t Cry impresses with grey marble, brushed aluminium and high-quality wool carpets. Sophisticated materials and textures reflect Tiger of Sweden’s ambition to provide ‘A Different Cut’, which is also expressed in the architecture.

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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

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Scandinavian tailoring brand Tiger of Sweden has been producing exemplary suiting for over a century. Founded in 1903, over the decades Tiger became best known for its 24/7 suit; a slim fitting, ready to wear two-piece designed to be as easy on as a pair of jeans and a sports jacket; a modern suit for a contemporary man. Specifically, it was the narrow silhouette of this suit that set Tiger apart, and it’s this slim, elegant cut that has inspired the brand’s new collaboration with British shirt manufacturer Smyth and Gibson.

Hand-cut and stitched in Derry, Northern Ireland, each of Smyth and Gibson’s shirts are finished with 18 stitches to the inch, a double split yoke and natural troca shell buttons. Founded some two decades ago by husband and wife team Richard and Selena Gibson, Smyth & Gibson have teamed up with Tiger’s designers to produce a unique collection of handmade shirts for Autumn Winter ’15.

Combining Tiger of Sweden’s contemporary spirit with Smyth and Gibson’s heritage of craftsmanship, the collection consists of two distinct models. Though both are cut slimmer than usual, the first – a luxurious take on the business shirt – features a sharp cut away collar. The second features a pointed, rock & roll-inspired collar with an in-built pin beneath, resulting in a shirt that feels both contemporary and suitably Scandinavian. Both shirts are cut from super fine cotton in both sumptuous royal Oxford and crisp poplin, produced by renowned British weaver Thomas Mason – one of the country’s leading textile manufacturers. What’s more, both fabrics are two-ply 100’s, meaning that aside from being incredibly light, they are also strong, soft and satisfyingly smooth.

“I was very excited about working with Smyth and Gibson.” says Tiger of Sweden’s designer Ronnie McDonald. “I always loved the shirts, with their combination of traditional craftsmanship and modernity. It’s an approach which works perfectly in tandem with Tiger’s uncompromisingly Scandinavian aesthetic.” He continues, “We met the Smyth and Gibson team in London to work out the fundamental elements of the collaboration. The great thing was that they have the same passion for shirts as we have for tailoring. We have produced two new shirt models this season. Both bodies have the same details, but the fitting is slightly slimmer than the normal Smyth and Gibson fit, to give it a more Scandinavian feel.”

“This opportunity to work on a collaboration with Tiger of Sweden was really compelling. We see an affinity with the two brands, where the aesthetic has a simpatico of clean lines and of taking out the frills where they are not necessary. We have been able to blend our traditionally crafted construction with the contemporary and sleek minimalism of Tiger of Sweden. The result is a perfect, luxurious shirt to partner with The Tiger of Sweden suiting.” comments Selena Gibson, co-owner of Smyth & Gibson on the collaboration.

“We are expanding on all fronts and we want to provide our clients with a thorough Tiger experience in all channels, including our own stores and online. We want our clients to recognize the Tiger of Sweden feel, regardless if they are visiting our stores or our digital channels. To expand our online shop is another step in that direction.” David Thunmarker, CEO, Tiger of Sweden.

The new design follows the brand philosophy of Tiger of Sweden – ‘A Different Cut’ – and showcases a minimalistic and modern design with a clean Scandinavian feel. With its’ responsive design, the site carries the same look and feel in all channels, regardless if the visitor uses a computer, phone or tablet.

Among the new functions, there are also additional languages for the user, including German and French. All products will be shipped to 14 European countries and with Tiger’s own stores used as extra stock, the client will be guaranteed the largest possible range of Tiger of Sweden products.

In connection to the new Tiger of Sweden online shop, an exclusive updated version of the popular men’s shoe ‘Yngve’ will be released in a design available for online clients only.

Tiger of Sweden returns to the Old Sorting Office, located in the industrial area at New Oxford Street, to showcase their spring summer 2016 collection. With suggestive set design, as light and sound installations, the old factory building became a vibrant venue full of energy and attitude.

Though best known for their razor sharp approach and super-slim proportions, this summer the Tiger of Sweden design team have taken themselves into creative exile, embracing a more Mediterranean attitude. Where skinny once reigned supreme, now rules slouch.

The brand’s pin sharp single and double-breasted jackets remain – cut slim in soft handled materials in pale shades of cream, dusty blue and Chantilly white – but trousers are wider than usual, ranging from a softly tapered straight leg style through to a looser, broader shape which feels both insouciant and chic.

Key pieces include a relaxed, elongated shawl collar blazer; a sharp denim two-piece and a technical nylon parka in cream, which is designed to be worn with suit trousers, in the place of a traditional jacket.
Styling notes include wide brimmed panama hats; T-shirts and lightweight jumpers worn beneath wide-lapelled suit jackets, and loafers teamed with nearly every outfit – all of which help underpin the season’s understated, off-duty aesthetic.

It is this notion of escape and self-reflection that forms the foundation of Tiger of Sweden’s Spring Summer ’16 collection.

– Tiger Jeans, the progeny of a clean-cut clothing family, quickly grew into a rebel with a bottle of beer in the hand who’d rather hang out at the rock club than the trendy nightclub. This is precisely the look and feel of the new pop up shop, which will further lift Tiger Jeans, says Fredrik Folkesson, Product Manager at Tiger of Sweden Jeans.

The 200 m2 shop will open in central Copenhagen during the popular and well-attended fashion week in August. Mirroring the dark, evocative feeling that is characteristic of Tiger Jeans, the shop will initially stock Tiger Jeans A/W 2015, a collection that combines a simple, minimalistic expression with a dark dreamlike print.

Started in 2001, Tiger Jeans was established to be a contender in the jeans world with an urban rock look combined with high level of fashion and quality. Today, the brand is one of the fastest growing in its genre and is both strong in itself, while strengthening the overall Tiger of Sweden brand.

– We have seen very strong performance from Tiger of Sweden Jeans in recent years and it has grown into one of the leading Swedish jeans brands. That’s something we are very proud of as our origins are more in the tailored-look segment, says David Thunmarker, CEO of Tiger of Sweden.

The shop in Copenhagen is the company’s first concept store to sell exclusively Tiger of Sweden Jeans, and there are plans to expand the concept to other markets.

– Having the right shop in the right location is key for us. Today, we are strong in Sweden, Denmark, Norway and Finland. When we found the premises in Copenhagen it felt perfect – but it could just as well have been in Sweden or Norway. We are constantly on the lookout for interesting locations for Tiger Jeans’ future pop ups – and the next one might well be in Sweden. Going forward, things feel really exciting for Tiger Jeans in terms of future development, concludes Thunmarker.

Butiken, som ligger på Biblioteksgatan 12, är ritad och inredd av arkitektkontoret Boys Don’t Cry. Det nya butikskonceptet är en del av Tiger of Swedens internationella expansion och står för ett nytt steg framåt när det gäller hur produkter presenteras och hur miljön är utformad. Möbleringen är friare och mer avslappnad för att skapa en öppnare miljö som kan förändras från säsong till säsong. Allt för att underlätta för konsumenten och för att lättare kunna lyfta fram nyheter.

– Vi fokuserade på att förflytta det tidigare butikskonceptet till något modernare med högre modegrad som samtidigt ser till kundernas bästa, säger arkitekten Mattias Göthberg.

I den nya butiken kommer man att finna alla Tiger of Swedens koncept till försäljning. Dam, herr, jeans, skor och accessoarer bidrar tillsammans med inredningskonceptet till att varumärket speglas på ett modernt och uppdaterat sätt.

– När vi flyttade in i Biblioteksstaden 2003 var det en helt annan handelsplats än det är idag. Då kändes det rätt att ligga lite för oss själva i utkanten. Idag ser det annorlunda ut och tillfället att få flytta ner till stora gatan kom vid precis rätt tidpunkt, säger David Thunmarker, vd på Tiger of Sweden.

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Over the past four seasons, Tiger of Sweden have attracted a plethora of positive reviews both from the industry and consumers alike. The contemporary menswear offering shown each season at the leading global menswear fashion event, London Collections: Men, have received record sales and thus has lead to the brand expanding their German offering. Currently their prime growth market.

The collection on offer, spread over the spacious 120 m² of retail and located at Neue Schönhauser Strasse 9, is perfectly suited to the modern, urban man. In addition to the current Spring/Summer 2016 men’s catwalk collection there will be a focus on contemporary formalwear, which has been the brand’s staple since its inception. On top of this, the rapidly expanding brand’s denim diffusion line, Tiger of Sweden/Jeans will be on offer. The styles not only exude modern Scandinavian design and high quality, but also combine the two with an urban attitude.

The new store was designed in accordance with four conceptual themes, reflecting Tiger of Sweden’s fundamental values: individuality, Scandinavian tailoring, highquality fashion and urban life. The result is an architecturally clean-cut store with a minimal layout and custom-made furniture.

The updated design concept by Swedish architectural firm Boys Don’t Cry impresses with grey marble, brushed aluminium and high-quality wool carpets. Sophisticated materials and textures reflect Tiger of Sweden’s ambition to provide ‘A Different Cut’, which is also expressed in the architecture.

The award was instituted by Swedish fashion trade magazine Habit in 2006 to support and stimulate the industry, both small and larger actors. Tiger of Sweden received the award as Denim Supplier of the year and the prestigious Fashion Export brand of the year 2015. Habit has covered the Swedish fashion industry since 1961 and are one of the leading actors within trade press.

The jury:
With an impressive long-term thinking in both concept and business model, Tiger of Sweden Jeans has emerged to a leading position within the denim segment in Sweden. A professional team faces the market demands and customers high expectation on everything from design to quality in a successful way.

Regarding the award for Fashion Export brand of the year:
With great international success, Tiger of Sweden has contributed to put Sweden on the global fashion map. By winning prestigious international awards the brand has entered new important markets in a powerful way and raised the profit by growing in an organic way. Tiger of Sweden is a perfect example of a successful Scandinavian cooperation.

“These awards means a lot to us. We are extremely proud of what we have accomplished with Tiger of Sweden during the years and the success we have experienced in other markets. The journey with Tiger Jeans has also been fantastic. To be one of the leading Swedish jeans brands despite that our origins lie in the tailored-look segment is a major achievement,” says David Tunmarker, CEO of Tiger of Sweden.

An homage to the French royal seat, Kungliga Slottet was to be a heady mix of rigidly exuberant Baroque and florid Rococo curves. Built between 1700 and 1754, Tessin’s original plans did not come to pass as King Karl XII – the reigning monarch of the time – disliked many of the architect’s extraneous flourishes and made changes to the palace to make it more minimal.

Inspired by Kungliga Slottet’s transformation from decadent citadel into a temple to Scandinavian restraint, Tiger of Sweden’s Spring Summer ’17 collection consists of a tapestry of influences, ranging from the ornate to the understated.

A Baroque garden-inspired print adorns slick one-and-a-half breasted suits, bombers and windbreakers at the opening of the show, and bright bold stripes adorn blousons and wide leg trousers. Close-cut, clever takes on regency-style mourning suits are worn with nylon field jackets and smart poplin shirts, while baroque-print jacquard tunics come teamed with classic two piece suits. All these contrasts help to create a sense of intricacy and depth – a blend of old and new, minimal and maximal that feels, ultimately, contemporary.

Elsewhere, utilitarian zip-up field vests in monochromatic shades come worn over traditional cotton tailoring, while sheer jumpers are teamed with poplin shirts and high-shine nylon shirt jackets. Suits are worn with sneakers throughout, while cropped postman jackets look utilitarian and simple in contrast to the collection’s baggy, shortened and kick flared trousers. Above the knee tailored shorts teamed with pulled up white socks have a boyish charm.

A considered jumble of styles which comes together as a cohesive whole thanks to Tiger’s consistently sharp cut, this is a collection inspired by Sweden’s rich cultural history as much as it is Tiger’s contemporary attitude to the clothes it produces. Lush yet laconic, smart yet soft – and as desirable as ever.

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Since its inception in 2000, Tiger Jeans has grown into one of the largest jeans brands in Sweden. Five years ago the company sold 100,000 pairs of jeans a year; today the figure is 350,000 pairs. Success that means the brand can now invest in its own stores.

“We are extremely proud that Tiger Jeans has delivered such a strong performance in recent years. We’ve grown into one of the leading Swedish jeans brands – despite the fact that our origins lie in the tailored-look segment – which we think is a major achievement,” said David Thunmarker, CEO of Tiger of Sweden.

The pop-up shops in Stockholm, one on Biblioteksgatan and one in Gallerian, will open for around three months. Both will mirror the dark, evocative look and feel of the brand, offering Tiger Jeans collection in its entirety to customers.

“We’ve really just been holding out for the perfect premises in Stockholm and now we’ve found them. With such a strong brand performance in recent years, it feels great to be showcasing the entire concept in our own stores here in our hometown too,” said Fredrik Folkesson, Product Manager at Tiger of Sweden Jeans.

Tiger Jeans was established to be a contender in the jeans world with an urban rock look, combined with high level of fashion and quality – something the brand has been successful in accomplishing. Today, the brand is one of the fastest growing in its genre, and is both strong in itself, while strengthening the overall Tiger of Sweden brand, for which overall sales increased by 20% last year.

Tiger of Sweden shows contemporary tailoring at its very best with inspiration of old Sweden craftsmanship and the moody winters of Dalarna, a region in northern Sweden. All to the sound of a crooner voice of old romantic melancholy.

For the fourth season Tiger of Sweden presents their collection at LC:M, this time at the Ambika P3 Gallery in Marylebone. To amplify the melancholic mood of the collection the models were accompanied by a live performance from Sweden’s foremost advocates of melancholic tunes, the Weeping Willows.

For inspiration, Tiger of Sweden looks to its Scandinavian roots. The bright stark winter surroundings combined with the botanic inspired art found in Dalarna. Swedish artist Jacob Krajcik was commissioned to rework the colours of pressed flowers giving the folk inspired print a modern contemporary feel.

The collection features two silhouettes, the narrow cuts that Tiger of Sweden are best known for mixed with the more trend-led wider shapes of the modern day. Cropped suit jackets are worn with wide trousers and tunic-esqe shirts, long shorts are teamed with cropped jumpers and drop shoulder overcoats. Greys and blacks dominate, whilst pops of colour are muted. Suits in dusty pinks feel elegant, while jumpers and trousers in soft tan are on point.

Key pieces include both single and double-breasted tuxedos, cut close with high lapels in fallow shades of peach and apricot. Utility inspired oversize trousers, a luxurious shearling pilot jacket and a softly textured teddy bear bomber. All desirable and ready to face the harsh Swedish winter.