• Sweden's news in English
 
app_header_v3

Hunger Games success suits Swedish company

The Local/ms · 18 Nov 2014, 12:07

Published: 18 Nov 2014 12:07 GMT+01:00

There were just four people working at Suitopia in Stockholm in 2011 when the company recieved an order for several suits to be worn by the character President Snow, played by Hollywood actor Donald Sutherland.
 
The Swedish start-up was more used to making clothes for weddings or graduations. Business Development Manager Peter Holmgren believes the movie's style team was attracted to the company's colourful range of outfits.
 
"They never said exactly why they chose us, but I think at that time we were one of only a few companies offering such a range of crazy colours. Our business model is about offering customers whatever they want and many of them send back photos of their weddings and things so we had these wacky pictures on our website," he tells The Local.
 

Donald Sutherland (left) with some of the Hunger Games cast in Cannes in 2014. Photo: TT
 
After the initial order, Suitopia was asked to make more and more suits, with a total of 150 ordered by the time the third installment of the Hunger Games series began production.
 
"It was such an exciting period. None of us had read the books but as we started reading them we also saw them selling well in the shops. Then we started hearing that there were going to be some really big names in in the movie," says Holmgren.
 
Some of the suits will be featured in the latest installment of the movie franchise, Mockingjay part I, which is released in Sweden this week.
 
Holmgren describes seeing Suitopia's products on the big screen as "really surreal".
 
"It is such a big movie production. We never expected to be part of that," he adds.
 
As the films have enjoyed success at the box office, the company has increased its sales fivefold from just 5000 a year in 2011. It is set for a 20 million SEK turnover in 2014.
 

Suitopia specializes in coloured suits. Photo: Suitopia
Story continues below…
 
But Holmgren argues that the growing demand for colourful suits is also down to shifting global fashion trends.
 
"Not just Swedes, but people everywhere are getting more accustomed to wearing whatever they like. People don't feel that they need to conform so much," he says.
 
"We get emails every week from people saying 'you must think I am crazy but can I have a pink and orange tuxedo?'. They think they are the only ones, but they are definitely not."
 

For more news from Sweden, join us on Facebook and Twitter.

The Local/ms (news.sweden@thelocal.com)

Your comments about this article

Today's headlines
Video
The top reactions to Swedish high heels handyman video
Andersson was in agony after a day of laying floors in high heels. Photo: Emil Andersson

What did The Local's readers think about this viral clip challenging sexist beauty ideals?

Transport authorities call for probe into tech glitch
SAS aircraft grounded at Arlanda airport last week. Photo: Johan Nilsson/TT

But officials say it was not sabotage that caused last week's network failure, which knocked out large parts of Swedish air traffic.

Why northern Swedes get the hots for sex toys
File photo of handcuffs. Photo: Gunnar Lundmark/SvD/TT

Where in Sweden do people buy the most sex toys? Kiruna in the far north, apparently.

Royal baptism day for Sweden's Prince Oscar
Prince Oscar with Archbishop Antje Jackelén. Photo: Jonas Ekströmer/TT

UPDATED: Royalty, dignitaries and other esteemed figures took to Stockholm's Royal Chapel for the ceremony.

Giant replica of Swedish 18th century ship up for sale
The Götheborg setting sail from Stockholm in 2008. Photo: Claudio Bresciani / TT

A replica of a doomed Swedish merchant vessel that sank in 1745 within sight of its home port of Gothenburg has been put up for sale.

Border checks
First migrants make it from Denmark to Sweden on foot
The Öresund bridge between Sweden and Denmark. Photo: Erland Vinberg/TT

Dozens of attempts have been made, but this is the first successful crossing since Sweden introduced ID and border checks.

Brexit
Poll: Swedes are worried about Brexit consequences
The possibility of Brexit has Swedes worried about the EU's future. Photo: Lars Pehrson/SvD/TT

Swedes are worried about what may happen both at home and abroad if Britain votes to leave the EU in June.

The Local Recipes
Fend off the bad weather with a Swedish beetroot salad
Beetroot salad with cumin and feta. Photo: John Duxbury/Swedish Food

Rain, rain, go away.

How a Swedish rocker saved the life of this cute baby elk
Erik Brodén's daughters Tyra and Brita with the elk baby. Photo: Private

Probably the sweetest story you'll read today.

Man sentenced over dinner party murder in west Sweden
The man during a preliminary court hearing last year. Photo: Björn Larsson Rosvall/TT

He stabbed his friend at a dinner party and attempted to kill two others.

Sponsored Article
How to find student housing in Malmö: 5 tips
Gallery
The best, cutest and funniest snaps from Prince Oscar's christening
Sponsored Article
Can you afford to live in Stockholm? (Hint: yes)
Travel
Is this town the best place in Sweden?
Gallery
People-watching: May 25th
Blog updates

27 May

Editor’s blog, May 27th (The Local Sweden) »

"Hej readers, Would you spend a day doing manual labour in high heels? That’s what Swedish…" READ »

 

17 May

What about “att”? (The Swedish Teacher) »

"Hej! It often seems like the small words are the ones that cause the most confusion.…" READ »

 
 
 
Sponsored Article
'Sweden gives artists the space to follow their dreams'
Society
WATCH: Why Swedish handyman wore pink high heels for feminism
Sponsored Article
Stockholm makes it easier for refugees to meet startups
Sport
LIST: Top-ten ridiculous things Zlatan has compared himself to
Business & Money
Why Swedes don't want the euro
Fastighetsbyrån
Gallery
Property of the week: Vika, Falun
Sponsored Article
Food, fun, and reliable sun: Summer in Dubrovnik
National
Is this the most Swedish tattoo ever?
Sponsored Article
How Stockholm startups help new employees feel at home
Gallery
People-watching: May 20th-22nd
National
How to really annoy a Swede abroad
Sponsored Article
'Only soft power can defeat radicalism'
National
How this war veteran is warming hearts in Sweden
Sponsored Article
Why Stockholm attracts so many successful researchers
Gallery
People-watching: May 18th
National
How this Swede's viral ad totally nailed Stockholm's housing crisis
Gallery
Property of the week: Vasastaden, Gothenburg
Sponsored Article
'Sweden gives artists the space to follow their dreams'
Lifestyle
The best Swedish cities for dating
Sponsored Article
Retiring abroad: ensuring your health is covered
Gallery
People-watching: May 13th-15th
Sponsored Article
Can you afford to live in Stockholm? (Hint: yes)
Culture
BLOG: Eurovision as it happened
National
Why a 116-year-old Swede isn't the world's oldest woman
National
Youth unemployment falls in Sweden
Gallery
People-watching: May 11th
Gallery
People-watching: May 6th-8th
Politics
Why Sweden's Greens are in free fall
National
Can these cartoon Swedes help foreigners blend in?
3,379
jobs available
PSD Media
PSD Media is marketing company that offers innovative solutions for online retailers. We provide modern solutions that help increase traffic and raise conversion. Visit our site at:
psdmedia.se