From the pages of fashion magazines (like GLAMOUR, of course!) to international catwalks, denim has remained a staple in our closets – and will continue to do so no matter what. GLAMOUR chatted to Tiger Jeans’ export sales manager Oscar Sandberg for the lowdown on denim trends and Tiger Jeans’ new collection.
Tell us a bit about Tiger Jeans – where did the brand originate and what does it embody?
Tiger Jeans is the denim line of Tiger of Sweden and was started in 2000. Tiger of Sweden itself was founded in 1903. The brand first introduced stretch denim to the Scandinavian market and conceptualised the trend of wearing a blazer with a pair of jeans instead of a suit. Tiger Jeans is the rebel of the Tiger of Sweden family.
What is the inspiration behind the AW16 collection?
The collection is called Swedish Darkness and is inspired by the nightlife of the vibrant city. We want to see men and women taking their jeans from work to dinner and drinks – 24/7 clothing for 24/7 people. The city, which is black and grey after dark, is lit up by billboards and traffic lights in a myriad of greens and reds, and these are all colours you’ll find in the collection.
What types of washes and fits can we expect in this collection?
Black and grey is our signature but you will also find vintage styles – mid to light blue in both stretch and super stretch fits.
Are there any items that form the basis of every Tiger Jeans’ collection?
You’ll always find a leather jacket, basic knitwear and high-waisted skinny jeans in every collection.
Besides jeans, which other denim items should be a staple in a women’s closet?
Jeggings (we’re all about the stretch), a denim shirt and a denim jacket.
Skinny, straight or bootcut – which should we invest in?
I still believe it’s the skinny fit. We love them at Tiger Jeans but are focusing more on the rise now – low or high – and playing around with details like the back pockets.
What is the biggest mistake women make when buying jeans?
With stretch fabric so popular amongst women’s fits, you can be a size 34 waist and fit into a size 32. It gives the misconception that you’ve gone down a size. This is not correct as the fabric has a recovery time and eventually goes back to its original shape. Purchase your regular size, even if it’s a stretch fabric to get the most from your jeans.
Double denim – a DO or a DON’T?
It’s always a DO! I think there are no wrongs when it comes to denim – you can mix and match as you please.