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Press Contact

  • Sweden

    Jung Relations, Elin Carlson
    Gävlegatan 12 A, SE-113 30 Stockholm
    Phone: +46 8 410 556 50
    Fax: +46 8 30 14 10
    Mobile: +46 70 397 98 69
  • 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, Mette Hansen
    Ryvangs Allé 26, DK-2100 Copenhagen Ø
    Phone: +45 32 95 26 16
    Fax: +45 32 95 26 06
    Mobile: +45 20 11 11 14
  • 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
  • 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 400, CA-Toronto, ON, M5V 1Y1

    Katherine Flores
    Phone: +1 416 656 0707 ext. 117
  • South Africa

    Brandgroup International (Pty) Ltd, Lauren Greaves
    Vdara 2, 41 Rivonia Road, Sandhurst, 2196, ZA-Johannesburg
    Phone: +27 11 440 3235
    Fax: +27 11 440 3412
    Mobile: +27 78 525 4731
  • General marketing and PR questions

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

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Timeless icons

– 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.

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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

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“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.

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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.

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– 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.

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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.

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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.

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