When it comes to classic fashion, most people think Paris, Milan or New York. However, just as the Swedes have built an impressive reputation in the fields of architecture and design, so have they infused modern elegance and classic design into their fashion. We first encountered Tiger Of Sweden on a trip to Stockholm and we both became fans of the sophisticated, stylish label. So it was an honour for us to have a sit-down with Jonas Windahl and Madeleine Strom of Tiger Of Sweden, who were in Johannesburg for the launch of the new Hyde Park store.
The first thing we had to ask was where the name originated. "Tiger" is not necessarily the first word that springs to mind when one thinks of Sweden. The brand's heritage, explained Jonas, goes as far back as the early 1900's and the first suit produced by the label was named 'Tiger' - and the name stuck. Jump forward about one hundred years and the company still continues to produce some of the finest, well-cut suits aiming to, in the words of Jonas and Madeleine, "bring the suit out of the bank and onto the streets" in an attempt to inject a sense of 'cool' into the concept of corporate attire.
 |
Perfect ambassadors.
Jonas and Madeleine themselves embody the
sleek, well-tailored sophistication their brand inspires. |
 |
Jonas and Madeleine explained the philosophy behind Tiger Of Sweden's cool,corporate look.
In the mid 90's it was still considered daring to wear a blazer with
denims - the kind of hybrid look we take for granted nowadays - yet Tiger Of Sweden
was one of the forefathers of this trend. |
And what of their latest collection - will there be any surprises? Jonas and Madeleine assured us the newest collection will continue to incorporate the traditional colour palate of white, navy, black and grey. "We are not a 'peacock' brand with too much colour", they explained, "but it is the fit that is the key factor for us." Most clients become fans purely based on the cut of the clothing. "Once they try something on they are hooked."
With that in mind, we couldn't wait for the grand opening of the brand-spanking new Tiger Of Sweden store, bringing their total tally to four local SA stores.
 |
And we weren't the only ones there to welcome Tiger of Sweden to
Hyde Park Corner. Nik Roshania (above) along with
Kamini Pather, Alex Avgitidis and Melpo Theodorou (below)
helped celebrate with us. |
 |
Lee-Ann Liebenberg and Nicky Van Der Walt added their
own touch of understated elegance to the evening. |
 |
Danny K and Lisa Koppel showed exactly what Jonas and Madeleine
meant by re-inventing the way suits can be worn. There will be
no excuse for ill-fitting clothing any longer. |
 |
Always great bumping into our Marie Claire friends, the ever elegant
Aspasia Karras and Sharon Becker |
 |
Having fun with Wardah Hartley just before the fashion show
commenced
|
