For the Tiger of Sweden/Jeans Spring Summer 2019 collection, we explore the notion of travelling in time, through tapping into the creative energy and joyfully progressive mindset of the Swedish 1970s. Distinguished by a strong belief in the possibility of a just and equal society, this was an era of optimism and genuine care for the world.
The open and unapologetically optimistic attitude of that time allowed us to approach jeans in a new, more playful way. It inspired us to experiment a little without any preconceived ideas of how things would turn out. To just have fun and try out different ideas. Accordingly, we hope that a genuine sense of confident positivity shines through this collection.