UK menswear trade show, Pure Man, is delighted to announce that premium contemporary tailoring brand, Tiger of Sweden, will be showing at its February and July 2018 shows.
The A/W18 collection, which will be previewed at Pure Man February 2018, represents a defining moment in time for Tiger of Sweden. It is the debut collection of Christoffer Lundman, the brand’s first ever Creative Director. The transformation sees an even firmer focus on the tailoring tradition, which Tiger of Sweden has mastered since the turn of the 20th century. A strengthened suiting core, an upgrading of qualities and an expanded range of iconic outerwear pieces constitute cornerstones in this shift reflecting the lasting values, ideas and stories which have defined Tiger of Sweden throughout its 115 years of Swedish history.
Kane Michael Luke, Country Director, Tiger of Sweden UK & Ireland says; “We are very excited to be participating at Pure London this coming February, and to be bringing our new collection to a wider audience. Tiger has a rich history, which has been largely untold, and with Christoffer’s direction we are delving into this history and archives, while also pushing the brand forward enriching our collections with a richness that reflects our heritage.”
Adam Gough, Head of Menswear at Pure London adds; “It’s great that such an influential and market leading brand will be collaborating with Pure London for both editions in 2018. We look forward to a long and successful partnership with Tiger of Sweden. Pure London is the perfect platform to help international brands deliver their marketing objectives in the UK market 365 days a year.”
Launched in 2016 and now celebrating its 5th season, Pure Man is growing rapidly and is expected to showcase over 100 new and existing menswear brands offering classic to cutting-edge menswear, sportswear and accessories. Co-located at Pure London and new sourcing event Pure Origin, buyers at Pure Man include retailers expanding into this flourishing sector, alongside buyers who already carry both genders and for whom the show is an unrivalled cross-buying opportunity. Due to the continued growth of Pure Man, a dedicated entrance for menswear buyers has been introduced for the 2018 shows.