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Fashion Stores

Tiger of Sweden

Posted by Amy Michelle Smith / Posted on March 18, 2013

Tiger of Sweden torontoTiger of Sweden opened on Ossington last week as the latest addition to the influx of new luxe designer boutiques along what's quickly become one of the city's most covetable strips. Steps away from higher end shops like Jonathan and Olivia, and Gravity Pope, the Scandinavian brand, best known for its finely tailored off-the-rack suiting has taken over the palatial space that was once home to much loved galleries XPAC and TPW. Oh, Ossington, change is your regular state, isn't it?

Tiger of SwedenI make my way into the store to meet with the company's Brand Manager Laurence Slavin of wholesale agency Slavin Raphael and am immediately taken aback by the sheer breadth of the space. On a street heavily populated by narrow, tightly packed restaurants and recently arrived boutiques, the wide and open warehouse-style space is impressive.

Tiger of Sweden"When we'd secured the floor plans for the space, we sent them to our head office in Sweden where they came up with the design-concept for the store." Slavin explains. And yes, the aesthetic of the space screams Scandinavian. It ain't IKEA, but sparse merchandising, monochromatic color schemes and warehouse-style scaffolding counter the bright color palette (dusty roses, warm tangerines and vibrant blues) of the line's newest Spring collections.

Tiger of SwedenAt first glance, the selection of women and men's suiting and casuals screams uptown Yorkville, but Slavin is quick to assure me that "young, fresh and cool" is in the DNA of the near-century old brand. And yes, in Europe and Montreal (where the brand launched its first Canadian flagship), this sleek men's suiting and office-appropriate women's wear is chic and in demand.

Tiger of SwedenBut on a block that houses boutiques carrying the likes of contemporary labels like Alexander Wang, Acne and Comme des Garçons, I'm skeptical as to whether the fashionistas and well-to-do clothes horses that frequent neighboring J+O or Gravity Pope, or the thrifting 20-somethings hoping to find a lost treasure will embrace the store with open pocket books or simply walk on by.

Tiger of SwedenWith men's suits sitting in the $800-900 range, men's dress shirts starting at a semi-reasonable $120 and women's separates coming in just under at around $399 to $499 a piece, the Tiger's part of an upward fashion trend on Ossington. Only time will tell if this is the right home for Tiger of Sweden, but I assure you this: fine tailoring and craftsmanship runs through the veins of this brand.

Tiger of SwedenPerhaps if the Ossington folk take the time to try on the Italian-fabricated pieces, helped of course by the store's modelesque sales reps, they might be convinced to take a break from their Rick Owens and Rachel Comey for something a bit more...Swedish.

Tiger of SwedenHours of operation: Monday to Wednesday from 11 a.m. to 7 p.m.; Thursday to Friday 11 a.m. to 8 p.m.; Saturday from 11 a.m. to 7 p.m.; and Sunday from 12 p.m. to 5 p.m.

Photos by Morris Lum

Discussion

7 Comments

Yvonne / March 18, 2013 at 06:00 pm
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that's Awesome!!! finally some decent shop opens in the Ossington hood!!! it will only get better!! what a great addition to all the pretentious expensive bars and restaurants on the strip. I am sure all the drunk hipsters in the neighbourhood will embrace and support the brand and afford to buy one every month!!!
acb87 / March 19, 2013 at 12:14 am
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another shop that has destroy the one great neighborhood. its on it way to being another boring queen st west or worst yorkville
Roberto / March 25, 2013 at 09:09 pm
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Love the brand and own a suit and plan to buy more. Actually, since I live in the area I went to the store and was seriously looking at a new suit...until I bumped into a snooty sales clerk (male). No hello, no smile, and cut me off on my way to the suit rack at the back just so he can hang something.... then he just walked away without saying anything! The good thing is, my partner was talking to the manager and I managed to mention this to her so hopefully she can bring some good customer service into this store. Walked away empty handed on this visit (as I was a bit irritated).
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Steph / December 14, 2013 at 01:20 am
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The selection is a bit boring for my tastes. The decor felt like a doctor's office but with techno. Staff seem relatively knowledgeable but a snooty like Roberto said. I was just there last week so I guess the salespeople are the same more or less as when they opened. I guess 'attitude' works for them, just like in so many of those other European brand stores. The space would make a great restaurant with that setback from the street. Lots of room for a funky patio. I think I'd rather be having a Euro style lunch there than look at Euro clothing.

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