BLACK SWEDISH CAT
Tiger of Sweden
TIGER OF SWEDEN. A SWEDISH ICON UNDER DANISH OWNERSHIP SINCE 2003
Text, photos and video by Max
INTRODUCTION
This exclusive PAFexplorer photo series frames Tiger of Sweden’s tailoring in authentic urban contexts, a fitting metaphor for a brand that is Swedish by birth yet Danish by ownership since 2003. Founded in 1903 as a pioneering Swedish tailoring house, Tiger of Sweden has evolved from revolutionary ready-to-wear suits to a modern Scandinavian icon. Today, the brand stands at a crossroads: celebrated for its minimalistic elegance but facing calls for transparency and renewed quality.
FROM UDDEVALLA TO NORDIC FASHION GIANT (1903–2003)
Tiger of Sweden was founded in Uddevalla, Sweden, in 1903 by Markus Schwarzmann and Hjalmar Nordström. At a time when bespoke tailoring dominated the market, Tiger revolutionised men’s fashion by offering ready-to-wear suits, making quality tailoring accessible to the working and middle classes. By the 1920s, the “Tiger” label had become synonymous with sharp, Scandinavian craftsmanship. During the 1930s and 40s, Tiger of Sweden grew into one of Northern Europe’s largest suit manufacturers, maintaining a strong reputation for slim, modern cuts that challenged traditional silhouettes.
Through the decades, Tiger continually redefined Nordic tailoring. In the 1970s and 80s, the brand expanded beyond Sweden, introducing collections across Europe. It entered the women’s market in the early 1990s and became known for its clean lines and understated luxury, a style later dubbed “Scandi-cool.”
This gallery traces the remarkable industrial journey of Tiger of Sweden from its modest beginnings in 1903 to becoming Scandinavia’s largest men’s ready-to-wear tailoring factory. Early photographs capture small workrooms where seamstresses stitched garments by hand and machine, laying the foundation for a new approach to menswear. By the 1920s, the name “Tiger” had been launched, and the workforce expanded rapidly. A famous 1936 group portrait shows over a thousand employees gathered outside the factory, reflecting the company’s central role in Uddevalla’s economy.
The 1940s and post-war years brought modernisation. The Sinclair factory, delayed by wartime conditions, finally opened in 1949, introducing larger, more advanced production facilities. Archival images reveal rows of seamstresses working in synchronised rhythm and newly built brick structures with cars parked outside, symbols of an industry moving towards modern mass production.
Into the 1960s, Tiger maintained its dominance as Scandinavia’s leading tailoring manufacturer. Chamber of Commerce visits, inspections on the production floor, and vibrant factory scenes illustrate a brand that combined craftsmanship with industrial scale. Although the factory would eventually close in 1991, these eight photographs preserve the spirit of innovation, community, and skill that defined Tiger of Sweden’s first century of fashion history.
DANISH ACQUISITION AND REBRANDING (2003–PRESENT)
In 2003, Danish fashion conglomerate IC Group acquired Tiger of Sweden, marking a new era for the label. Under Danish management, Tiger strengthened its international presence, particularly in London and Berlin, while maintaining its Stockholm design headquarters. The acquisition brought financial stability and access to global markets but also raised questions about preserving Swedish identity under Danish corporate strategy.
In recent years, creative leadership has shifted. Linda Dauriz became CEO in 2019, bringing experience from Hugo Boss, while Bryan Conway took over as Creative Director in 2020. Conway introduced unisex suits and experimented with new fabrics, giving the collections a bolder, more fashion-forward character.
MODERN SCANDINAVIAN AESTHETIC
Tiger of Sweden remains rooted in Scandinavian minimalism: sharp silhouettes, monochrome palettes, and functional elegance. Known for slim suits and urban tailoring, the brand caters to modern professionals who value craftsmanship without extravagance. Recent collections have pushed boundaries with metallic cotton blends and gender-fluid designs, showcased at London Fashion Week.
CRITICAL REFLECTIONS – SUSTAINABILITY AND QUALITY CONCERNS
Despite its enduring style, Tiger of Sweden faces legitimate criticism. Sustainability ratings (Good On You) label the brand as “Not good enough,” citing limited transparency in carbon reduction, supply chain practices, and living wages. IC Group has set ambitions for 100% sustainable fibres by 2030 and carbon neutrality by 2025, yet tangible progress remains unclear.
Customer reviews also point to declining quality in stitching and fabric durability. Fit has been questioned in fashion forums, where ultra-slim cuts and narrow lapels have been criticised as outdated. Trustpilot scores hover around 2.4/5, indicating mixed consumer experiences.
REDEMPTION OR RELIC?
Tiger of Sweden embodies a century-old tailoring tradition and Scandinavian elegance, yet it must reconcile image with substance. Recent creative direction hints at revitalisation, pushing gender-fluid designs and experimenting with new materials. However, the brand’s long-term success depends on addressing sustainability and quality concerns transparently.
CONCLUSION
Through its evolution from a 1903 Swedish tailoring pioneer to a Danish-owned global fashion player, Tiger of Sweden has remained a symbol of Nordic design. This photo series by PAFexplorer captures what the brand can represent: authentic, wearable tradition with modern sophistication. Whether Tiger becomes a fully renewed Scandinavian icon or remains a nostalgic relic will depend on how it navigates the challenges of a conscious, discerning fashion audience.
Behind the Scenes
