Tiger of Sweden opens a new concept store in Oslo

In Sweden, Tiger of Sweden took the suit from the bank office to the street. The time has now come for Oslo to yet again experience the Swedish definition of well-tailored fashion. On the 18^ht of March 2011, the third Tiger of Sweden concept store will open at Øvre Slottsgate 12, Egertorget in Oslo, with enough room for all the Tiger of Sweden collections: men’s, women’s and jeans as well as shoes and accessories.

Tiger of Sweden is a classical fashion brand, built from a proud Swedish tailor tradition, and was founded in 1903. In the 1990’s the company made a change of course and as of today, Tiger of Sweden is one of Sweden’s leading ready-to-wear clothing companies. Tiger of Sweden is worn by, among others, rock bands such as The Hives and Mando Diao.

The third Tiger of Sweden store in Oslo is part of a targeted investment in concept stores in major cities on priority markets all over the world. Both the new store and the current collections are strongly linked to the company’s timeless craftsmanship, which is also contrasted by a humorous disrespect of tradition.

Spring/Summer 2011 Collections

Tiger of Sweden offers men’s collections, a women’s collection and a jeans collection. The spring/summer 2011 collection arises from the more eccentric parts of the flora and fauna. It is a walk on the wilder side, surrounded by snakes, monkeys, rare birds and obscure flowers, as depicted by the contemporary American artist Walton Ford. His paintings are detailed studies of nature, filled with symbols, clues and jokes – referring to a rich history of colonial literature and visual art. Ford’s watercolour motives provide inspiration for the colours of the season: beige, corals, blues and greens, and can also be traced in prints and patterns.

The Design team

The Tiger of Sweden design team includes everything from tailors to jeans experts and consists of Christian Lippich and Ronnie McDonald, designers for Tiger Man, Shena Neville and Tine Grandahl, designers for Tiger Woman, and Johan Schalin and Sofia Jönsson, designers for Tiger Jeans.

For more information and interviews:

Per Håkans, Marketing Director Tiger of Sweden, +46 8 546 31000, per.hakans@tigerofsweden.se

Alexander Stempel, Jung Relations, +46 8 410 55655, +46 708 797 544, alexander.stempel@jungrelations.com