Oscar of Sweden

- stylish quality shirts since 1949
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The pattern, the form, the cut, every stitch has to be perfect. It’s all about craftsmanship, quality, and style. Oscar of Sweden wants to make sure that it’s recognizable that their shirts are a product of Oscar of Sweden.

Sales manager Fredrik Samuelsson meets clients at the strategically placed showroom on Grev Turegatan in central Stockholm, close to Stureplan. A never-ending line of clients and retailers comes here to get a piece of the newest designs.

Oscar of Sweden is a company with a long tradition that started in 1949 in Sweden’s textile capital – Borås, where the main office is still located. But Oscar of Sweden’s shirts have also been present in the formal capital – Stockholm – for more than 50 years.

Oscar of Sweden shirts

An Oscar of Sweden shirt is timeless and classic, but at the same time fashionable and according to the season.

While everything began with little local stores with independent dealers, today the famous department store Åhléns City is one of the biggest clients, with a separate department for Oscar of Sweden. There are also great retailers in Sundbyberg and on Sankt Eriksplan.

“Sweden is going through a strong urbanization and the big cities are therefore important to us,” says Fredrik Samuelsson.

Oscar of Sweden is always working with three seasons at the same time. Right now, spring collection 2018 is being delivered, fall collection 2018 is being sold, and designers are working on spring collection 2019.

Oscar of Sweden Swedish design shirts

For Oscar of Sweden, it’s all about craftsmanship, quality, and style

Fredrik Samuelsson has been working in Oscar of Sweden for 24 years. He started as a junior salesman in 1993 and has, slowly but surely, worked his way up in the company. He became a partner in 2009 but the company was sold to the Estonian company Sangar in 2015. Fredrik is no longer partner but he is the sales manager.

“Sangar is the ideal partner, they have the same focus on quality as we do and in addition, they have extensive industrial skills,” he says.

Timeless and classic, but at the same time fashionable and according to the season. What Oscar of Sweden’s shirts have in common is the focus on craftsmanship, design, and quality.

“We produce an extremely Swedish product, the whole production and all the fabrics are from Europe, not a single thread is from another part of the world. We want to celebrate our heritage and our history with uncluttered shirts for every occasion,” says Fredrik.

We produce an extremely Swedish product, the whole production and all the fabrics are from Europe, not a single thread is from another part of the world

– Fredrik Samuelsson, sales manager –

But this doesn’t mean that the company doesn’t keep up with modern times. They have their own webshop and digital sales are dramatically increasing.

“The impact is obvious on export. We have, for example, doubled our sales in Norway, Canada is a strong market and we are also making good progress in Finland,” he claims.

Oscar of Sweden seems to be well-equipped for the future, with craftsmanship, quality, and style remaining in their focus.

Fredrik Samuelsson, Oscar of Sweden

Fredrik Samuelsson, sales manager at Oscar of Sweden

To conclude, we can’t seem to stop quoting blogger Anders Kihl and his words written on a factory outlet occasion of Oscar of Sweden’s shirts in 2016:

“In the next moment, I get nervous while Fredrik is measuring me with his eyes, noting my size and taking the measuring tape that lies so naturally around his shoulders, to see if his eyes have measured correctly. The answer is yes. The estimated and actual measures are exactly the same.”

Three simple sentences that say something about quality.

Sponsored article in collaboration with Oscar of Sweden.