Before long, their reputation for stylish and meticulously crafted shirts led to commissions from the highest court
in Sweden. Today they have a royal warrant for both the King and Queen. In fact, they supply more or less the full
Royal Family, but have never subscribed to sponsoring any royal individuals. The ruling family are all paying
customers, which makes their relationship so special. To put this long-standing association into perspective, they
have worked with the current King Carl XVI Gustaf since he became the monarch and have also served his father, who
used to visit their shop in Helsingborg, as it was only a stone’s throw away from Sofiero Palace, the family’s
former summer residence.
Quality and fit is of the utmost importance at Stenströms. Each shirt undergoes more than 60 separate production
stages, with 25 on the collar alone. Even today, many of the most intricate elements are still carried out by hand.
With a strong focus on sustainability, they invest in high-quality fabrics. The cotton they work with is the best in
the world: Supima cotton from American, Sea Island cotton from the Caribbean islands and Giza cotton from
Under the creative direction of Peter Jüriado, who has incidentally been with the brand for over 25 years, he’s
instilled an aesthetic that should be described as ‘formal-relaxed’. One thing that unites all of Jüriado’s designs
is a soft look and feel. Nothing appears too stiff, and considering the democratization of dress codes, you’d be
very wise to use the firm to bolster your back to business wardrobe. With a more flexible attitude towards work
attire, accoutrements such as the cardigan can become a vital formality diffuser, whilst maintaining a degree of
smartness. Spun from warming Italian Merino wool, their dark beige cardigan is tailor made to permeate that
smart-yet-unstuffy look. Detailed with mother-of-pearl buttons, collar and two front pockets, it is destined to be
worn with distinction with classic-cut pants and business shirt for a modern office style. Equally, their range of
half zip mock neck sweaters will do a very similar job, whilst their light beige Merino wool baseball cardigan is a
cool and intriguing proposition for both the office and during downtime.
During the gap in season, staying a comfortable temperature can be tricky. It can be too hot for a shirt and jacket,
but too chilly for one layer. The insulation attributes of a flannel shirt means that you can get away with wearing
it as your only layer on a mild day. Detailed with a check pattern and finished with a button-down collar, their
light blue flannel slimline style is a particular standout. As Jüriado says: “A shirt is the perfect companion to
bridge the gap between casual and tailored.” An alluringly dischevelled fabric, adept designers such as Stenströms
have used the fabric to become smart. Once only the costume for advertising agencies in Soho, the brand’s baby cord
shirts are smart enough to be worm as office attire in a majority of businesses.
The demand for clothes that allow for freedom of movement, that doesn’t in any way hinder timeless style has been
gathering pace for a while now. Boasting elastic attributes, the brand’s stretch cotton jersey allows for full ease
of wear from day to night.
Stenströms are best-known for their shirting, but each year under Jüriado you will notice an extension of their
clothing repertoire, that features some inventive designs. One of which is the quilted vest, which can be an
indispensable extra layer during the change in seasons.