Recent brand exports from Sweden would have you believe that Scandinavian style centers around minimal, simplistic design in basic colour palettes. Yet while this is true – in parts – there also is something to be said for those that break the rules in a nation where style can come across as muted.
Tiger of Sweden most recent offerings exudes this unpredictability that those before it has lacked. Taking inspiration from rock ‘n’ roll icons and timeless actors the collection focuses on a more expressive colour sequence – delivering tailoring that is representative of its forward thinking ethos.
“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” – Ronnie McDonald, Designer, Tiger of Sweden men’s collection
With the rebellious yet intuitive male in mind, their latest campaign channels the feeling of dynamic menswear – choosing to focus on the garments in the aspiring nature of black and white. In keeping with the brands clean aesthetic tailoring once again remains a focal point, seen throughout the collection as a base for more weighty outerwear such as shearling jackets. Autumnal pieces such as wool overcoats and roll necks also play a part and are paired with more transitional items like the mac. An informative and honest display that proves while the industry runs in seasons a ‘real’ mans wardrobe is dictated by the pieces that transcend time.
www.TIGEROFSWEDEN.com
