Black to the future
Yes, it’s in time like these when the “design industry” (2 words we don’t like too much when side by side) is in a mutational process that we rediscover a flair for nostalgia. At Tiger of Sweden they went far beyond from refining their jeans icon and style look, they dug deeper.
Like tigers in search for water in the desert.
What happens when you dig? You get dirty.
The rough and the rugged have dug so deep to rediscover that taste of post industrial world, dirty and worn down .
The statement says that the digging went into the depth of old factories, abandoned shipyards and concrete archaeology, and you know why? Because in time like these clean is not only uncool, but truly superficial.
It’s not time to be superficial, it’s time to get your hands dirty in the rugged, in the used, it’s a time where clothes that are armours and shell to life. Armours made of denim, leather and coated cottons. It’s inside that the feel will be cosy and attractive, soft and beautiful. The Inside. Not the outside.
In time like these, it’s time to go black to the future.