Tiger of Sweden will be previewing the first collection under new creative director Christoffer Lundman at the next edition of Pure Man.
The AW18 collection will be shown at Pure in February and the brand will also show at the July edition of the London Olympia-based show, which from next season will have a separate entrance for Pure Man visitors.
Lundman was appointed to Tiger of Sweden as its first ever creative director role in May of this year having previously been design director at Burberry. He has responsibility for overall creative control of Tiger Men’s, Women’s and Jeans lines with the aim of aligning them under “one shared creative identity” for the first time.
According to an announcement from Pure Man Lundmann’s first collection has resulted in “an even firmer focus on the tailoring tradition”, which has been Tiger of Sweden’s trademark since it was founded 115 years ago. Lundmann has strengthened its core suiting offer with an upgrade in quality and expanded its range of outerwear.
“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,” said Tiger of Sweden country director UK & Ireland Kane Michael Luke.
Pure London head of menswear Adam Gough added: “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.”
Pure Man is now in its fifth season and will be co-located alongside the main Pure London event, which takes place from 11-13 February 2018 at London Olympia. Pure also recently announced a new sourcing event Pure Origin, which also take place at the same time.