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Female: Welcome to watchmojo.com, I'm your host Saskia and today we’re learning about the history and design behind the brand Tiger of Sweden. So why do you guys wear Tiger of Sweden.
Byron Mikaloff: It’s the fit. It’s everything, the colors, the way wear it and stuff. The basic idea was to have three musician wear the same suits as with the case for musicians in cabaret in the 30’s and 40’s but with funny colors that one could have seen in the 80’s. We now have an official sponsorship from Tiger, so we have all those very cool suits for the band.
Female: Can you tell us the history behind the Swedish brand?
Per Hakans: The brand was founded back in 1903 by a guy called Marcus Schwartzman. He had from beginning totally new ideas instead of sitting and waiting for his costumers, he bought and self a horse and wagon and put all the fabric on the wagon and went out the farmers and the businessmen and everybody.
Female: Can you tell me how Tiger of Sweden got its name?
Per Hakans: Actually, two stories about it. But the true stories is that back in 1923, the best selling suit was Tiger I and Tiger II and then they founded that company after those two suits.
Female: Can you tell me about what goes behind making a suit? I heard there’s over 300 pieces.
Per Hakans: A suit’s confection takes like four-and-a-half hours to sew so compared to a pair of jeans for example takes like 20 minutes. A pair of trousers to suit take one-and-a-half hour. The hard thing today is to find skillful people who can sew.
Female: What techniques make your suits better than the rest?
Per Hakans: The cutting. When we repositioned the brand back 1993, we had the idea to make it more vulnerable, that you can wear it at work and at the night club. It’s softer and we really changed the trousers to cut it like jeans. So the Tiger trousers are worn like you wear a pear of jeans quite low and the jackets as well are really soft gives a slim silhouette. We talk a lot about this good perfect fit, and we also talk about different cuts. And a different cut for us is a different mindset. If you’re looking for a target group who is independent in the mind and have enormously big hearts because we think people with big hearts is more beautiful than people with big brains.
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