Tiger Of Sweden

Tiger of Sweden is best understood as a design-led Scandinavian tailoring brand rather than a heritage bespoke house, and views on value are genuinely split. Fans love the modern, slim cut and the cleanly Stockholm-designed look, while critics feel the price asks a lot for the fabric and finishing. A fair takeaway is that you are paying partly for the contemporary aesthetic, so it suits a buyer who wants a sharp, fashion-forward suit more than maximum hand-construction.

Opinions vary. Many owners report years of solid wear and praise the fit and finish, while others feel the make does not always match the price. Because the brand designs four collections a year out of its Stockholm studio, the line spans a range of fabrics and price points, so it helps to inspect the specific cloth and construction of the piece you are considering rather than judging the label as a whole.

Tiger of Sweden built its reputation on a modern, relatively slim Scandinavian cut, and many wearers find the suits trim without being skinny. The brand offers more than one fit profile across its range, so there is room to find a closer or more relaxed silhouette. As with any ready-to-wear tailoring, a quick visit to an alterations tailor for the trousers and sleeves makes a good suit look genuinely made-for-you.

The brand began in 1903 as Schwarzman & Nordström, after its two founders. In the 1920s it introduced a suit range called Tiger, which proved so popular that the company was eventually renamed Tiger of Sweden after it. The name is therefore a direct legacy of the suit that first made the brand famous.

Tiger of Sweden was founded in 1903 in Uddevalla, Sweden, by Marcus Schwarzman and Hjalmar Nordström. The founders set out to bring the ready-to-wear suit to ordinary people in Sweden, and that democratic tailoring idea has stayed at the heart of the brand ever since.

Tiger of Sweden is best known for tailoring, especially the suit, which is where the brand's name and reputation were made. It became northern Europe's largest fashion brand in the 1930s, producing over 140,000 suits a year. Today it still designs ready-to-wear, footwear and accessories for men and women, but the suit remains its calling card.

Bryan Conway leads the design direction at Tiger of Sweden. He was appointed design director at the start of 2020 and now operates as the brand's creative director. Linda Dauriz was named CEO in 2019, the year before Conway joined.

The brand has taken visible steps in this direction. In 2021 Tiger of Sweden launched its first unisex suit during London Fashion Week, made with more sustainable materials, trims and dyeing techniques. It is one signal among many, but it reflects a Scandinavian design culture that increasingly weighs how a garment is made, not just how it looks.

Tiger of Sweden has grown well beyond Sweden, with products available in over 10,000 locations across Europe, North America and South Africa. It also runs flagship stores in cities including Stockholm, Copenhagen, Montreal, London, Paris and Berlin. Buying from the brand's own stores or an established retailer is the simplest way to check fit in person.

Although Tiger of Sweden began in 1903 as a menswear suit maker, it launched its first womenswear collection in the 1990s. Today the brand designs for both men and women, while keeping the tailoring sensibility that defined its early decades.