Tiger of Sweden AW / 22: Are you ready for the emergence of the Scandi cowboy?
The ways in which Conways has woven these home-made inspirations into its collections are characteristically subtle. For example, a chocolate brown knitted hoodie has a hand-crocheted thumbnail. “One of the girls in the product team talked about these knitted oven gloves that they make by hand in Sweden. They are always in people’s kitchens. ” Conway laughs. “And we were wondering how we could get parts of it in, so for example on a knitted hoodie we placed a hand-crocheted thumb hole on the sleeve.”
A jacquard fabric in linen, cut to a stylish evening suit, is at once incredibly sharp but also rooted in Conway’s cunning concept, “We worked with a 100-year-old company in Sweden, the experts in weaving linen jacquard and damask. They provide fabrics for the Nobel Prize banquet and the royal family and everything that goes on. “Says Conway.” We have developed this pattern and in fact this pattern from the 15th century we have somehow twisted. “He continues:” It looks like python skin at a distance.”
One of the key people in the collection, taken by the photographer Clémentine Schneidermann at Tiger’s yarn supplier’s farm in the Wool Office, Gotland, is the – as Conway calls him – the “Swedish cowboy”. Black biker jackets in leather furnished with tassels are combined with the previously mentioned flared trousers; while nylon patched cargo pants, quilted chap-style pants and clog-cum-cowboy boots, finished with studs, contribute to the low-key rodeo atmosphere.
“The Swedish cowboy vibe is inspired by the nature we recorded the collection in.” Says Conway. “The purpose was to think about the real people who do things and the people we work with. The way we filmed was the same. The concept was less fashion, more documentary.”
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