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Tiger of Sweden

The collection

Always quirky than your average basics, adventurous styles and subtle detailing are both here for every notch on the style volume dial. Last season’s flirting with 1980s volume is banished in favour of the brand’s signature slim look with lots of look-at-me checks deployed here on a short drop block in a weight-watching silhouette.

Bold tattersals, windowpanes and glen checks recall Prince of Wales styles as they use a grey, black and white palette on 2sb and db styles. Pocket flaps are narrow, as are most lapels but some peaked lapels break high and are wider, recalling 1970s styling. The subtly quirky Silver Label range uses a less showy mix of fabrics, teaming inky blue with black while the detailing is gently eccentric, including multi-seamed knees on trousers and the shrunken collars now so popular on shirts. The silhouette here remains slim in the leg and nipped in at the waist. In only its third season for Tiger of Sweden, the casualwear range comprises about 15% of the range; it includes chunky knits with toggle fastenings and tailored corduroy jackets.

Key pieces

  • 2sb corduroy jacket with leather buttons and elbow patches
  • Light grey db suit with tonal grey double over-check
  • Navy and black checked shirt with grey placket and narrow collar
  • Shrunken tan 2sb made from Loro Piana cashmere
  • Navy herringbone 2sb made from wool and nylon mix for more rigidity

Brand comment

Jonas Windahl, export manager: “The theme is a mix of Paris and Moscow nightlife, the Paris side is more luxurious and more 1970s; the Moscow side is more rustic. I expect the check story will be commercial. All across the range we have used the best fabrics we can but the luxury range uses soft handle feel. In all, it’s still quirky, still very different from other brands – something we aim for because it is important for us to offer buyers something exciting. For pricing we are at a sub-designer level and offer a 2.8 mark-up, which we think will be a strong commercial point for us.”   

020 7287 2777

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