According to people in retail, Tiger of Sweden has become the go-to brand for many men in banking, guys who are looking to up their style game with a skinny suit. The men’s reaction is, reportedly: “I look so young!” Being competitively priced and “on trend” has brought the brand, which was founded in Sweden in 1903, a certain success on both sides of the pond. But you just have to look around at what has been shown these days in London to notice that skinny isn’t really where it’s at anymore.
During its three seasons on the London schedule, Tiger of Sweden has tried to hedge its bets and make room for any change in suiting. Last season it was a step in the wrong direction with incredibly high-waisted pants. This season felt more on point. “If we stay too close to the core, we lose the connection to fashion,” head designer Ronnie McDonald said backstage. He mentioned how they had been inspired by the Rolling Stones going to the French Riviera to record Exile on Main St. (and escape the tax man). Tiger took the plane to Greece instead, loosening up everything to the point of slouchy. A shawl collar blazer was relaxed and elongated, while a group of Chantilly white suits looked suitable for a Greek summer. There were denim (the cropped, loose-fitting version was stylish) and knits thrown in for good measure, while some pants came in the style of tracksuit bottoms.