NEW STRIPES. Under the direction of Andreas Gran, the Tiger of Sweden prowls for fresh—and more casual—hunting grounds for this season
Clean cuts, high quality and a proud attitude. That’s Tiger of Sweden in a nutshell. The brand’s spring/summer 2017 collection, however, looks remarkably different from the lineup of suits and jackets that most people have come to associate it with. For this collection, head of menswear Andreas Gran injected quite a few elements of life in his home country. There’s a bit of the old (architecture from the Baroque era, specifically the Kungliga Slottet, Sweden’s royal palace which was, in turn, inspired by Versailles) and a bit of the new (namely the growing multicultural aspect of Swedish youths, which, in turn, has inspired an equally diverse and edgy street style).
It would seem that Gran, who joined the brand back in 2010 as a sourcer before moving up to product manager and eventually head of menswear in 2015, also managed to spark new interest in Tiger of Sweden through his casual offerings. Hoodie jackets and baggy shorts might not be what people have grown to expect from this highly-regarded Scandinavian brand, but it certainly follows the theme of presenting a compelling idea of contemporary Sweden. And it certainly works.
With DA MAN, Gran shares some in-depth thoughts on his latest spring/summer offerings and his work for Tiger of Sweden.
The season’s iconic motif inspired by the Kungliga slottet
DA MAN: Multiculturalism was the main theme of the spring/summer ’17 collection shown on the runway. How do you personally connect to this?
Andreas Gran: It’s the way the world functions today. New ideas are grown when cultures and people come together. It’s our responsibility to make sure this is done in a positive and constructive way.
Wearing military-green outfits
DA MAN: Does the collection represent the Swedish youth of today or does it imagine how the youth should become?
Andreas Gran: I hope so. The youth of today sets its own trend extremely fast. Our idea was more to salute that mindset they have.
DA MAN: How did the Kungliga Slottet (Stockholm Palace) become the source of inspiration for the collection? And what do the baroque-styled prints actually portray?
Andreas Gran: I wanted to stay in Stockholm for inspiration, and also try to combine two extremes as a design idea. We looked at the baroque castle for inspiration on maximalism. The thought was to make a minimalistic version of that.