Tiger of Sweden
A Swedish ready-to-wear fashion brand known for tailored clothing, Scandinavian design, footwear, and accessories.
Last updated August 21, 2026
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Overview
Tiger of Sweden is a Swedish ready-to-wear fashion brand with roots in tailoring and a history extending back to 1903. The company was established in Uddevalla by Marcus Schwarzman and Hjalmar Nordström under the name Schwarzman & Nordström. Its early purpose was to make the suit, previously associated with custom tailoring and higher social status, available as a ready-to-wear product for a broader Swedish public. This approach helped define the company's commercial identity: formal clothing based on tailoring, but produced and sold in standardized sizes. During the 1920s, the company introduced a suit range called Tiger. The range became sufficiently successful that the business later adopted the Tiger of Sweden name. By the 1930s, the brand had become one of northern Europe's largest fashion businesses and was producing more than 140,000 suits annually. The company's historical importance therefore rests not only on its Swedish origins, but also on its role in expanding access to factory-produced tailored clothing. Tiger of Sweden began international expansion in the 1960s, entering the United Kingdom and the United States. Over time, its assortment moved beyond traditional men's suits to include broader ready-to-wear categories. The first womenswear collection was introduced during the 1990s, marking a major expansion from the brand's original menswear focus. The modern assortment covers men's and women's clothing, footwear, and accessories, combining tailoring with casual and contemporary fashion. Products are designed through the brand's Stockholm studio and are released in four collections per year. The brand's design identity is associated with Scandinavian restraint, clean silhouettes, sharp tailoring, and a balance between formal and casual clothing. Suits remain central to its heritage, while shirts, knitwear, denim, outerwear, shoes, bags, and other accessories broaden the range for everyday wardrobes. Tiger of Sweden also maintains a retail and wholesale presence across Europe, North America, and South Africa. Its products have been reported as available through more than 10,000 locations, alongside flagship stores in cities including Stockholm, Copenhagen, Montreal, London, Paris, and Berlin. In the late 2010s and early 2020s, the brand continued to develop its leadership and creative organization. Linda Dauriz was appointed chief executive in 2019, and Bryan Conway became design director at the beginning of 2020; Conway subsequently operated as creative director. In 2021, Tiger of Sweden introduced its first unisex suit during London Fashion Week. The suit used more sustainable materials, trims, and dyeing techniques, linking the brand's traditional tailoring heritage with a more contemporary and inclusive product direction. Tiger of Sweden remains an active international fashion label centered on modern tailoring and Scandinavian ready-to-wear.
History
Tiger of Sweden began in 1903 in Uddevalla, Sweden, where Marcus Schwarzman and Hjalmar Nordström founded a clothing business originally known as Schwarzman & Nordström. The founders concentrated on ready-to-wear men's suits. At a time when suits were commonly associated with made-to-measure production, their model brought standardized, factory-produced tailoring to a wider public in Sweden. The company's commercial breakthrough came in the 1920s with the introduction of a suit range named Tiger. The range became sufficiently popular to influence the identity of the entire business, which subsequently adopted the name Tiger of Sweden. During the 1930s, the company was described as northern Europe's largest fashion brand and produced more than 140,000 suits annually. This period established the scale of its tailoring operation and gave the brand a durable association with suits and practical access to formal dress. Internationalization followed in the 1960s, when Tiger of Sweden entered the United Kingdom and United States markets. The brand later broadened its product scope beyond men's tailoring. During the 1990s it launched its first womenswear collection, creating a two-market fashion business while retaining tailoring as a central design reference. The modern label produces ready-to-wear collections for men and women, as well as footwear and accessories. Tiger of Sweden's collections are designed in Stockholm and are released four times a year. The design language combines Nordic minimalism with structured silhouettes and contemporary interpretations of classic wardrobe pieces. In addition to suits, the assortment includes shirts, knitwear, denim, casual clothing, outerwear, shoes, bags, and accessories. The brand sells internationally through retail and wholesale channels in Europe, North America, and South Africa. Its reported distribution includes more than 10,000 locations, with flagship stores in Stockholm, Copenhagen, Montreal, London, Paris, and Berlin. The brand entered a new leadership phase in 2019 when Linda Dauriz was appointed chief executive. Bryan Conway joined at the beginning of 2020 as design director and subsequently served as creative director. Their appointments coincided with continued efforts to frame Tiger of Sweden as a contemporary international fashion label rather than solely a traditional suit maker. In 2021, the company presented its first unisex suit during London Fashion Week. The product applied the brand's tailoring heritage to a more inclusive format and used more sustainable materials, trims, and dyeing techniques. This launch represented a notable extension of the company's historical proposition: maintaining the suit as its recognizable core while updating its construction, audience, and relationship to sustainability. Tiger of Sweden remains active, with a business spanning menswear, womenswear, footwear, and accessories.
- 2021
First unisex suit launched
[1]Tiger of Sweden presented its first unisex suit at London Fashion Week, using more sustainable materials, trims, and dyeing methods.
- 2020
Bryan Conway appointed design director
[1]Bryan Conway joined the company as design director and later operated as creative director.
- 2019
Linda Dauriz appointed CEO
[1]Linda Dauriz was assigned as the brand's new chief executive.
- 1990
First womenswear collection
[1]The brand expanded beyond its original men's focus by launching its first womenswear collection during the 1990s.
- 1960
Expansion into the United Kingdom and United States
[1]Tiger of Sweden began international expansion by entering the UK and US markets.
- 1930
Major northern European fashion producer
[1]During the 1930s, the business was described as northern Europe's largest fashion brand and produced more than 140,000 suits per year.
- 1920
The Tiger suit range gains prominence
[1]A suit range named Tiger became highly successful and eventually provided the basis for the company's later Tiger of Sweden name.
- 1903
Company founded in Uddevalla
[1]Marcus Schwarzman and Hjalmar Nordström founded the business that was initially known as Schwarzman & Nordström and focused on ready-to-wear men's suits.
Products and positioning
A premium Scandinavian fashion brand built around accessible tailoring, minimalist design, and the combination of formal wardrobe staples with contemporary casualwear.
Menswear · 1903
Men's tailoring
Men's tailoring is the historic core of Tiger of Sweden. The category includes ready-to-wear suits and related tailored separates, reflecting the company's original mission of making structured formal clothing available in standardized sizes. Contemporary versions sit within a broader wardrobe that can combine formal jackets and trousers with shirts, knitwear, and casual pieces.
Womenswear · 1990
Women's tailoring
Women's tailoring extends the brand's suit-led identity into womenswear. The range applies the company's emphasis on clean construction and Scandinavian restraint to jackets, trousers, suits, and other structured wardrobe pieces. It forms part of the modern women's ready-to-wear business introduced during the 1990s.
Apparel
Shirts and knitwear
Shirts and knitwear broaden Tiger of Sweden's tailoring proposition into everyday dressing. These categories complement the brand's suits and jackets and support layered Scandinavian wardrobes built around restrained styling, practical separates, and polished but less formal silhouettes.
Casualwear
Denim and casualwear
Denim and casualwear represent the brand's expansion beyond formal tailoring. They give customers more relaxed options while retaining the clean lines and understated visual language associated with Tiger of Sweden. The category sits alongside seasonal ready-to-wear rather than replacing the brand's suit heritage.
Accessories
Footwear and accessories
Tiger of Sweden also offers footwear and accessories for men and women. These products extend the label's styling system beyond clothing and provide complementary items for tailored and casual looks. The available categories include shoes, bags, and other fashion accessories, although a complete item-level assortment is not specified in the reference material.
Unisex tailoring · 2021
Unisex suit
Introduced in 2021, the unisex suit was the brand's first explicitly unisex suit offering. It was presented during London Fashion Week and used more sustainable materials, trims, and dyeing techniques, connecting Tiger of Sweden's traditional tailoring expertise with a more inclusive and sustainability-conscious product direction.
Brand decisions
2021
Launch of the first unisex suitProduct launchBackground
Tiger of Sweden was extending its historic suit proposition to a more inclusive contemporary audience while incorporating more sustainable product-development choices.
Action taken
The brand presented its first unisex suit during London Fashion Week, using more sustainable materials, trims, and dyeing techniques.
Aftermath
The launch broadened the interpretation of the brand's tailoring heritage and connected it with inclusive design and sustainability themes.
Recent events
- Unconfirmed
Tiger of Sweden appoints Bryan Conway as creative director[3]
Reported:
Tiger of Sweden appointed Bryan Conway as creative director. Conway, who had been the brand's head of menswear design since May 2019, will oversee womenswear, menswear and accessories, replacing Christoffer Lundman.
Sources3 sources
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