Situated at a cozy location in Rådhuset,the brand Sir of Sweden has settled in a building that used to be a chocolate factory. Small rooms, transformed into offices, a very high ceiling, with white walls and good illumination it seems like a nice and welcoming place.
Mathias Roos, the Sales Manager was on spot so I took the chance to ask him some questions.
-What is the story behind Sir of Sweden?!
Sir of Sweden was founded in 1925 and is one of the Swedish oldest tailored clothing labels with the age group from 30-50 in focus. Initially it was only focuses on male clothing, which is where the name comes from. But as the time passed, the label included female garments as well in their collections.
-What is the signature of the brand?!
A brand that is specialized on elegance, following old traditions and creating looks for businessmen and businesswomen that have a modern attitude, but appreciate the classical looks that never go out of fashion.
-Describe the new collection
“The theme for the new collection is called American Psycho”, says Mathias. We are really focusing on the details, and the quality is really important for us. Like in the movie, everything needs to be perfect, so we are trying to recreate this concept with our new clothing line. Well, of course one has to skip all the other ideas from the movie. We do not want to say anything with that in our collection, laughs Mathias.
-How often do you usually launch a new collection?
We are launching two main collections per year, one for spring/summer and another for autumn/winter. But apart from that we have one smaller collection that comes during the New Year, where the focus lies on overdressed and fancy clothing for the big celebration. The second sub collection comes at the end of May, when the high school students are graduating. What you will spot then is a variety of tuxedos and graduation white dresses.
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