The
Nineteen—
Hundreds
The
Nineteen—
Hundreds

The start of something…

1903

Founded by Marcus Schwartzman and Hjalmar Nordström, the brand is first known as Schwartzman & Nordström. The duo transforms menswear by making Sweden’s first off-the-rack suits, democratising tailoring by opening it up to men from all walks of life. 

Marcus Schwartzman
Hjalmar Nordström

Early success

1904

First premises at 19 Kungsgatan in Uddevalla on the Swedish west coast. The company hires the best tailors in town to meet the booming demand for its off-the-peg suits.

Two become one

1905

Employees pose for a staff photo. In 1905, Hjalmar Nordström parts ways with the company after differences with co-founder Marcus Schwartzman over the future direction of the brand. The company keeps the Schwartzman & Nordström name for the time being.

The first store

1906

The brand opens its first store on the corner of Norra Drottninggatan and Lagerbergsgatan in Uddevalla. Until 1929 all suits are made here in the backrooms.

A runaway success

1909

After three years, the store in Uddevalla is feeling cramped as the business expands. An additional floor is added, home to the tailors’ cutting rooms and storage. 

Workers in the storage room
A tailor in his cutting room
The
Nineteen—
Tens
The
Nineteen—
Tens

Big ideas in small town Sweden

1910

Tech-obsessed Marcus Schwartzman is always ahead of the curve. In 1910 he imports a new-fangled contraption called a car from America. The town of Uddevalla doesn’t know what’s hit it.

The
Nineteen—
Twenties
The
Nineteen—
Twenties

An icon is born

1920

The brand is still known as Schwartzman & Nordström when Marcus Schwartzman launches the ‘Tiger’ range of suits – available in single or double-breasted and in three levels of fabric quality (a three-star suit is the most expensive). An instant classic, Tiger suits fly off the rails.

A change of name

1923

The ‘Tiger’ suit is a household name in Sweden, so famous that Marcus Schwartzman renames the company Tiger of Sweden to reflect the suit’s iconic status.  

A new factory for Tiger of Sweden

1929

Tiger of Sweden produces more than 100,000 suits in 1929 alone. Fast outgrowing is premises, the company moves into a factory designed by the architect Arthur Brattberg on the corner of Södra Drottninggatan and Södergatan. 

The
Nineteen—
Thirties
The
Nineteen—
Thirties

Impeccably sharp suits

1932

Publicity shots from the 1932 Tiger of Sweden campaign.

A brand with a tiger in the tank

1936

Staff photo from 1936. Employing over 1,000 people, Tiger of Sweden is now northern Europe’s largest fashion brand, making more than 140,000 suits a year.

The skies darken

1939

Plans to move into a state-of-the-art new factory are mothballed when World War II breaks out. Tiger of Sweden provides uniforms and outerwear for the Swedish military during the war. 

The
Nineteen—
Fourties
The
Nineteen—
Fourties

A utopian dream becomes reality

1945

When peace is declared in 1945 building starts immediately on the new Tiger of Sweden factory. ‘Satisfied workers do a better job’ is the mantra behind the design, created with a better working environment for employees in mind.

A very Scandinavian factory

1949

Work is complete. The new building is one of Europe’s most modern and worker-friendly factories, fitted with an air conditioning system to keep the factory floor dust free and healthy. Built-in speakers play music to whistle while staff work. Perks for employees include a restaurant, crèche, rooftop terrace, pastry shop and a sauna.

The
Nineteen—
Fifties
The
Nineteen—
Fifties

On the factory floor

1950
Staff work with a mix of cutting edge technology and old-school tailoring techniques.
King Gustaf VI Adolf is shown around the factory.
A demonstration of the factory’s industry leading technology

A factory fit for royalty

1955

The king of Sweden Gustaf VI Adolf makes an official visit to the factory in recognition of Tiger of Sweden’s contribution to the fashion industry and the nation’s economy.  

The king tries on a coat made in his honour

A marvel of modern invention

1958

Tiger of Sweden’s design director Sigvard Jirdell invents the ‘Modi Fico’, a machine that measures up customers for the company’s bespoke suits.

For some customers off-the-peg simply doesn't cut it.
A sketch of the Modi Fico
The Modi Fico takes all measurements at once: back, shoulders, waist, neck diameter and more

Next stop… the world

1959

The company has always been outward looking and never stops moving forward. In 1959, CEO Robert Schwartzman travels to Paris as an ambassador for Swedish tailoring.

The
Nineteen—
Sixties
The
Nineteen—
Sixties

A new era in style

1960

The sixties are officially swinging at Tiger of Sweden.

Tragedy strikes

1961

The Swedish government takes over the management of Tiger of Sweden after the sudden death in a car accident of CEO Robert Schwartzman. This unprecedented move is made to secure jobs at the factory and prevent the collapse of the Swedish textile industry at a time of crisis – as the industry nationwide faces the threat from low wage countries

Tiger on the move

1962

Tiger of Sweden expands internationally into the UK and the US. The company opens its North American HQ in the Empire State Building, and in no time at all is selling 70,000 suits a year in America.

The 1960s swing with Swedish style

1969

With those sideburns it must be the 1960s.

The
Nineteen—
Seventies
The
Nineteen—
Seventies

Tiger of Sweden sets the tone for the 1970s

1976

The flares… the huge tie… the sartorial swagger… the 1970s are here. 

Nice car

1978

The late ’70s, an era when a man could still shop for a ‘town wardrobe’ and drive a boxy Volvo.

The
Nineteen—
Eighties
The
Nineteen—
Eighties

Power dressing in the 1980s

1988

Tiger of Sweden’s model channels Wall Street in a boxy, big-shouldered double-breasted suit.

The
Nineteen—
Nineties
The
Nineteen—
Nineties

The end of an era

1991

The last ever suit is cut and stitched at the Tiger of Sweden factory in Uddevalla as production moves overseas. 

A vision for the 21st century

1993
Roger Tjernberg is appointed CEO of Tiger of Sweden and is instrumental to the brand’s revival into a fashion force for the 21st century. Tjernberg introduces more relaxed, less formal tailoring, taking the suit off the banking trading floor and on to the street.

The girls can do it too

1997
The brand launches a collection for women, Tiger of Sweden Woman, bringing its aesthetic to womenswear.
The
Two Thousands
The
Two Thousands

Tiger X London

2000

Opening of the first standalone Tiger of Sweden store on Floral Street in London’s Covent Garden.

Introducing Tiger of Sweden Jeans

2001

Back in the early ’90s, the brand launched a bestselling line of suit trousers cut to the pattern of a pair of vintage jeans. Which got us thinking, why not denim?

Best in show

2002

Tiger of Sweden wins Womenswear Brand of the Year at the Swedish fashion magazine Damernas Värld’s awards (Damernas Värld Guldknappen).

Dressed to impress

2006

 The brand collaborates with garage rock maestros The Hives on a bespoke wardrobe for their worldwide tour.

The
Two Thousand—
Tens
The
Two Thousand—
Tens

Musical muses

2011

Swedish alt rockers Mando Diao perform at the Rock Am Ring festival in Germany wearing Tiger of Sweden.

A new store

2013

Opening of the Piccadilly flagship store in London.

A runway debut

2014

For the first time Tiger of Sweden presents a catwalk collection at London Fashion Week Men’s.

More silverware for the cabinet

2015

Tiger of Sweden wins Best Menswear Design at the WGSN Global Fashion Awards.

Rockin’ Tiger of Sweden

2016

Swedish musician Håkan Hellström wears bespoke Tiger of Sweden to play two sell-out gigs at the Ullevi stadium in Gothenburg, performing to crowds of more than 70,000 a night.

The film connection

2017

Swedish director Ruben Östlund wears a Tiger of Sweden tuxedo at Cannes to pick up the film festival’s prestigious top prize, the Palme d’Or, for his movie The Square.

A New Era begins

2018

The debut collection by Tiger of Sweden’s newly appointed Creative Director Christoffer Lundman arrives in store for Fall/Winter 2018.

The
Nineteen–
Hundreds
1903

The start of something…

1904

Early success

1905

Two become one

1906

The first store

1909

A runaway success

The
Nineteen–
Tens
1910

Big ideas in small town Sweden

The
Nineteen–
Twenties
1920

An icon is born

1923

A change of name

1929

A new factory for Tiger of Sweden

The
Nineteen–
Thirties
1932

Impeccably sharp suits

1936

A brand with a tiger in the tank

1939

The skies darken

The
Nineteen–
Fourties
1945

A utopian dream becomes reality

1949

A very Scandinavian factory

The
Nineteen–
Fifties
1950

On the factory floor

1955

A factory fit for royalty

1958

A marvel of modern invention

1959

Next stop… the world

The
Nineteen–
Sixties
1960

A new era in style

1961

Tragedy strikes

1962

Tiger on the move

1969

The 1960s swing with Swedish style

The
Nineteen–
Seventies
1976

Tiger of Sweden sets the tone for the 1970s

1978

Nice car

The
Nineteen–
Eighties
1988

Power dressing in the 1980s

The
Nineteen–
Nineties
1991

The end of an era

1993

A vision for the 21st century

1997

The girls can do it too

The
Two Thousands
2000

Tiger X London

2001

Introducing Tiger of Sweden Jeans

2002

Best in show

2006

Dressed to impress

The
Two Thousand–
Tens
2011

Musical muses

2013

A new store

2014

A runway debut

2015

More silverware for the cabinet

2016

Rockin’ Tiger of Sweden

2017

The film connection

2018

A New Era begins