Founded in 1903 in the small town of Uddevalla on Sweden's west coast, Tiger of Sweden began as a humble tailoring house established by Marcus Schwartzman and Hjalmar Nordström. The duo named the brand 'Tiger' as a symbol of strength and elegance, qualities they sought to imbue in their garments. In its early years, Tiger of Sweden specialized in crafting made-to-measure suits, emphasizing high-quality fabrics and meticulous tailoring. The brand's commitment to craftsmanship quickly earned it a reputation for excellence, making it a favorite among Sweden's discerning clientele. For much of the 20th century, Tiger of Sweden operated as a traditional menswear brand, focusing on classic designs and formal wear. However, by the early 1990s, the company recognized the need to reinvent itself to stay relevant in a changing fashion landscape. In 1993, under the new creative direction of designer Mats Pettersson, Tiger of Sweden underwent a significant transformation. The brand shifted its focus to modernize the classic suit, making it more accessible and appealing to a younger audience. This included introducing slimmer silhouettes, contemporary cuts, and more affordable price points without compromising on quality. The slogan 'A Different Cut' encapsulated Tiger of Sweden's new direction. The brand aimed to take the suit out of the office and onto the streets, integrating it into everyday fashion. This approach resonated with the emerging 'creative class' of professionals who sought stylish yet practical attire. Tiger of Sweden expanded its product range to include casual wear, accessories, and womenswear, all designed with the same philosophy of modern elegance. The brand opened flagship stores in major cities across Europe, further establishing its international presence. In 2003, to celebrate its 100th anniversary, Tiger of Sweden launched special collections that paid homage to its heritage while showcasing its evolution. The brand continued to innovate, experimenting with fabrics, patterns, and collaborations that kept it at the forefront of contemporary fashion. Sustainability and ethical production became increasingly important to Tiger of Sweden. The brand implemented measures to reduce its environmental impact, such as using organic materials and improving supply chain transparency. Today, Tiger of Sweden stands as a testament to the successful blending of tradition and modernity. With over a century of history, the brand continues to craft high-quality clothing that appeals to a global audience. Its journey reflects a dedication to excellence, adaptability, and a keen understanding of the evolving needs of its customers.