Tiger Of Sweden Paints It Black
Founded 1903 in the Swedish town Uddevalla, by the tailors Markus Schwarmann and Hjalmar Nordström, Tiger of Sweden has been a classical brand of men’s wear. During the 1990s the brand started to develop their brand attractive to the young and trendy inner-city crowd.
Tiger of Sweden/Jeans has done an in-depth study into the fashion world’s ever-favourite colour black. Together with the paint manufacturer Alcro, they crafted their very own colour T/J Black.
“The colour we’ve developed is a dry, matt, broken black that characterizes the autumn collection. Black is not only a key colour but is also a cornerstone of the entire Tiger of Sweden/Jeans expression and what we stand for”, said Claes Berkes who, together with Johan Schalin and product manager Fredrik Folkesson, designs Tiger of Sweden/Jeans.
Instead of playing the role as constant background colour, black is seen in everything from graphic, black patterns at the furniture fair in Milano to distinctive, black jewellery on the catwalk. Tiger of Sweden/Jeans autumn collection Tech Noir is no exception. With its typical rock chic look and a focus on a modern everyday wardrobe, the collection is almost exclusively black. ❚