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”A luxurious, eclectic, suggestive world mixed with heritage, modernism and a little bit of edge”

Heritage menswear brand Oscar Jacobson offers a studied sense of luxury and nonchalance with Scandinavian descent, now available in a special pop-up at Selfridges. It’ll be followed by their own retail space at the iconic London department store.
— It’s the next step in the evolution of Oscar Jacobson, says Chief Brand Officer Gustaf Törling.

It’s the relaxed confidence and mix between luxury and casualness that Törling points out as unique about the brand, founded in 1903.

— It creates a look that is impeccable, suave and cool to the core, he says. Focusing on style for men, not dependent on age, we’ve been able to build a brand that is the modern voice of classic elegance.

You’ve had a pop-up at Selfridges during a few weeks. How has it been?

— Fantastic! Both working with the great team at Selfridges and to see how incredibly well the brand has been received. The overall experience has been truly amazing.

What would you like to highlight from Oscar Jacobson SS19?

— The loose suits, the soft materials, the patterns, the confident and relaxed looks that allows you to go seamlessly from day to night. And then I haven’t even gotten to the party collection…

The Selfridges pop-up will be followed by a permanent retail space.

— It’s [the space], after the new visual language, the next step in the evolution of Oscar Jacobson. Created together with architect Andreas Bozarth Fornell it is going to convey the new world for us. A luxurious, eclectic, suggestive world mixed with heritage, modernism and a little bit of edge. It’s going to be amazing.

What else is coming for you in 2019?

— It is a very exciting year for Oscar Jacobson. We’ve launched our new visual world both in regards of graphics and imagery, we’ve opened our first international shop, and the new retail concept is about to be released. And that is just the first 6 months.  We’re extremely excited over where we’re taking the brand and how it’s being received. 2019 is going to be a big year for us!

Musician Luke Elliot in Oscar Jacobson’s SS19 campaign, photographed by Sean Thomas.