Jamming with Tiger Jeans

It was a recent Tuesday nite when a call came in about an event taking place at Tiger of Sweden , the hip Scandinavian ready-to-wear l...

It was a recent Tuesday nite when a call came in about an event taking place at Tiger of Sweden, the hip Scandinavian ready-to-wear line. The invite didn’t say very much other than it would have musical acts playing in change rooms as part of the brand’s Fall 2011 denims launch. Having seen a lot on the MTL event circuit I was nonetheless intrigued, and so made my way over to the flagship store at de Maisonneuve and Stanley Sts.

To mark the soiree, Tiger Jeans head designer, Fredrik Folkesson was on hand to discuss the inspiration behind the line.  Sporting a slim drop-crotch pair with a mat wax-type finish on them he explained that ‘music has always been one of my big passions, and so I usually turn to whatever I’m listening to at that moment when conceiving a new collection.’ 

For men, the line hits all of this season’s high trend notes with a definite rock and roll vibe, specially-treated stretch fabrics, and a variety of cuts and washes.

Citing a strong indy music scene, Tiger chose Montreal as the city in which to launch, and highlighted the evening with a ‘jam-in’ labeled Dressing Room SessionsFeatured were several up and coming recording artists wearing Tiger Jeans and forced to adapt to all the spatial and acoustic limitations of one of the store's dressing rooms while recording their own music.  

What came through most was not only the pure dedication and effort of each one wanting to carve out a place in their genre, but also a reinforcement of the strong links and fluid co-inspiration between music and fashion, and an admiration of the drive talent in both industries possess to stand out as an original.

Notably present, and rockin’ and representin’ the line in a fitted black pair was Habs’ centre-turned-right wing Lars Eller.  ‘They’re like the jeans you don’t ever have to worry about – you always know you’ll be comfortable and stylish,’ the 22-year old offered before heading off to one of the team’s pre-season games.  

Here Lars matches his denim duds with a fitted button-front shirt in a very ‘in’ medium gray.  Thanks to the slim fitting profile of each garment, it’s a look which keeps him in the fashion crease, and makes him our blog's first Man About MTLstyle.


Tiger of Sweden 5580408708066328608

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