Tiger of Sweden

Tiger of Sweden began in Uddevalla in 1903, when Marcus Schwartzman and Hjalmar Nordström set out to bring ready-to-wear tailoring to a wider Swedish public. The business took the suit beyond the tailor’s shop, building its reputation on clothing that could be bought ready-made and put straight into use. That practical view of tailoring remains central to the Stockholm-based house.

The Tiger name came from a successful suit model introduced in the 1920s. Its later reinvention was more radical. In the early 1990s, as demand for conventional suits declined, the company proposed a slimmer silhouette that moved tailoring away from the bank and into everyday urban life. A jacket could express personal style as readily as professional status.

That change helps explain the breadth of its menswear. Outerwear and knitwear belong to the same wardrobe as tailored trousers, with cut providing continuity between formal and casual clothes. The appeal is Scandinavian in its restraint, but the suit gives the collections a particular sense of line and structure.

Bryan Conway took charge of design in 2020, following Christoffer Lundman. An internal Stockholm team subsequently continued the collections after Conway’s departure. Across these changes, Tiger of Sweden’s strongest idea has remained practical and adaptable, treating tailoring as something a man can live in as well as dress up for.