Swedish shirtmaker Stenströms keeps momentum in fashion. To mark its 125th anniversary, the company re-launches the heritage shirt 1899 and announces a new collection in collaboration with creative director and model Mathias le Fèvre.

In the late 1890s, Swedish tailor and entrepreneur August Stenström had grown a reputation for making exceptional shirts. Among his customers in Helsingborg were sea captains who sailed through the harbour, taking their Stenströms shirts along on their onward travels – much like back-in-the-day influencers. 1899 marks the year when August, confident in his success and the potential for industrial production, turned his tailor shop into a modern shirt factory. In 1941, Stenströms added women’s blouses to its range.

Stenströms: 125 years of fashion, quality and craftsmanship

Peter Jüriado, Stenströms’ head of design, and Mathias le Fèvre.

Today, Stenströms’ collections for men and women are sold worldwide. Moreover, as a Royal Warrant of Appointment since 1973, the company also has the honour of delivering shirts to both the Swedish King and Queen. Meanwhile, the head office is still based where it all started, in Helsingborg, and for the past 30 years parts of the production have taken place in Stenströms’ own factory in Estonia. Quality, comfort and fit have been the foundation since the beginning, and Stenströms has never taken shortcuts when choosing materials or wavered on premium sewing techniques, meaning the best materials are found in every product.

Stenströms: 125 years of fashion, quality and craftsmanship

The classic Stenströms shirt

Stenströms’ design approach is timeless but whilst the classic style remains relevant, the brand also keeps in touch with current trends. “It’s quite amazing for a brand to stay relevant for 125 years,” says Marie Ramberg, marketing director. “Our philosophy of sustainable craftsmanship is the core of our business, meaning we aim to meet the future with products that are fashionably relevant, but at the same time provide elegance and quality, so that people can use them over and over again”.

Stenströms: 125 years of fashion, quality and craftsmanship

For the next step in the brand’s story, Stenströms is looking at the past and into the future. The new exclusive, limited edition shirt collection 1899 is a celebration of the founder and features exclusive materials, classic design and craftsmanship. “The heritage shirt honours August Stenströms’ timeless craft and passion for shirt making, bringing our customers a superior shirt with subtle Swedish confidence,” says Ramberg. “The 1899 heritage shirt has a slightly tweaked, more elegant fit and refined details.”

The 2024 Spring/Summer collection sees, for instance, the much-loved linen trend, with outfits that are perfect for both the office and the summer holiday. The collection is a dynamic fusion of earthy tones, bold stripes, colourful hues and trendy white, and the various styles have elegant touches such as ruffles, lace and Kent collars. “Our designs need to stand the test of time, with classic aesthetic and exceptional quality,” means Ramberg. “It’s relaxed elegance for a range of occasions such as for work, a garden party, a holiday in Mallorca, or a wedding.”

Stenströms: 125 years of fashion, quality and craftsmanship

Stenströms x Mathias le Fèvre

Marking the 125th anniversary, Stenströms is also excited to announce a collaboration with London-based, Danish creative director and model Mathias le Fèvre. A small Autumn/Winter capsule collection, available in October, will feature around 20 pieces, fusing the brand’s own design ethos and the independent vision of le Fèvre.

The collection is a condensed and well-executed capsule with a twist on traditional Stenströms designs. It presents some exciting new styles, such as silk shirts, a suede jacket as well as some fine Faire Isle knits. “We have worked with le Fèvre before and love how he interprets Stenströms,” concludes Ramberg. “He captures Stenströms through a modern lens.”

As part of the jubilee, we can also expect to see a new golden collection of women’s wear released in October.

Stenströms: 125 years of fashion, quality and craftsmanship

Web: stenstroms.com
Facebook: Stenstroms
Instagram: @stenstroms_official

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