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Style, innovation & equality

Oscar Jacobson’s next move

Premium menswear brand adds new blood to boldly greet the future.

Words by Johan Magnusson

The new CEO, David Thunmarker, helped Tiger of Sweden to achieve tremendous growth in just a few years. Gustaf Törling, who has worked with Karl Lagerfeld, Gucci and Tom Ford, and is formerly of Laird+Partners in New York, now takes charge of overall brand communication and talks to Scandinavian MAN about what lies ahead.

You’ve left your home in New York to join Oscar Jacobson… not a light decision?

— After spending close to 20 years abroad working in the fashion and prestige industry, with the last 15 in New York, my family and I felt that the time was right to try out Sweden for size. The opportunity to join Oscar Jacobson happened to come up as we arrived in Stockholm. I was very excited and honoured about being asked to join as the brand’s first ever Chief brand officer, and I can’t wait to show the world what we’re working on.

What’s so unique about Oscar Jacobson?

— The impeccable quality, unmatched fit and iconic design mixed with a modern expression and confident way of life. Our heritage in style, personality and craftsmanship and the fusion between Italian tailoring and Scandinavian taste attracts men regardless of age.

How is Oscar Jacobson re-branding?

— We tell the 115-year-long story of passion for menswear with relentless focus on the details of menswear tailoring. The process of revitalising this brand to what it is today has been a true pleasure and the evolution continues, creating effortless style for the modern man.

Tell us about the Spring/Summer ’19 collection.

— It’s inspired by the creative community, and specifically the architect Ricardo Bofill and his home La Fabrica. Soft tones and washed materials create an intellectual, relaxed look.

What are your future plans?

— Oscar Jacobson is in a very exciting evolution phase right now, which we can’t wait to share with the world. We aim to become an iconic staple in every modern man’s wardrobe. No time to be humble!