We recently lifted Stenströms and their custom made service here at Manolo. Another American shirt makers, which despite its size may not be as known for Manolos readers is the Oscar of Sweden or Oscar shirt as it is called.
The brand has its largest market outside the largest cities but is a large Swedish operator also sells globally. What caught our interest at Manolo is the bet that Oscar made in late time with a premium line under the name of 1949. This year is the year in which the company was founded in Borås. An area that has become one of Sweden’s textile Centre, with several of the country’s best clothing manufacturers and an area with a high handicraft knowledge and tradition. That particular craft and tradition is something that permeates the entire 1949-line which is admittedly shirts sewn on the machine but with very tight and good stitch and manufactured in absolute premium fabrics from companies like Albini, Anderson and Thomas Mason. With this line they try to create a classic shirt a little according to the style that prevailed when the company was founded. In contrast to the company’s regular line of shirts is largely exempt from the contrast buttons and fabrics and the focus is on fine materials and collars. All the buttons are in the best of Pearl and the sense in shirt similar to the Italian manufacturers of quality then the fit is relatively tight and the collars not infrequently in the full spread.
Manolo went to Dallas to visit the Oscar of Sweden and to talk shirts and fabrics with very sympathetic Mattias and Frederick there and to get a review of the collection. We also took the opportunity to try the 1949 line’s new MTM service. A measure ordering service maintained by the multiple brand retailers. The concept is based on a standard shirt and where a number of adjustments are then made. Then, the customer may choose a fabric from the very extensive range of everything from Thomas Mason’s standard silverline to the Masons’exclusive Egyptian cotton Giza 87 which is considered by many to be the best in the world. The order also fabrics from exclusive Andersons and has a rich variety of Sea Iceland-cotton. This West Indian cotton gets a bit special then the barren and windy conditions will cause the cotton fibers there will be a bit longer and is well suited for fine shirting.
The MTM-shirt, we selected a striped pinpoint oxford fabric from the Masons/Thomas Deluxe goldline and chose to do it with a normal semi-cutaway collar instead of the today so widespread fullspreadkragen. The result was very good and the measures that were taken and the adjustments which was led to a well-fitting shirt.
Rent price wise is a 1949-shirts at between $1200-1500 and sold in 20 stores around the country, including: H in Malmö, Gregers in Umeå, Holmen’s Mr and Mr Karl in Gothenburg.
We encourage this type of bet that pure quality is in line with Stenström and Eton but which in some cases may have a little more fun fabrics in the range. If they continue to develop the range of collars and a more structured MTM service so we have clearly three Swedish skjortmärken. Good luck.
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