There are certain brands that have their niche, their area of expertise on which the hone their expertise.  In the case of Oscar of Sweden, their expertise is shirts.

“It is always much talk about shirts that stands out from the crowd. For our spring and summer collection we are back to the basics with simple classics in good fabric” – Per Åhman, CEO of Oscar of Sweden.


Following a successful 2011, in which their “Beauty from the inside” AW11 collection received many plaudits, the Borås based family owned company are facing the new season with a range entitled Washed by Oscar of Sweden. The emphasis is on soft shirts in durable fabrics. Using key words such as ‘simple’, ‘classic’ and ‘worn’ this new collection has been purposefully formed. The shirts come in four different types of fabric; oxford, voile, denim and linen.

“We have spent a lot of time finding the right fabric. The base material has a vintage feeling to make the shirt feel used. The shirts have then been washed to get the right feel. It should feel like your favourite shirt from the very first time you use it.” – Per Åhman, CEO of Oscar of Sweden.

The last two years Oscar of Sweden has made major investments to improve the shirts quality and design – it certainly shows.

About Oscar of Sweden
Oscar of Sweden is a family owned business. Founded in Borås, Sweden, in 1949, it was run from a small basement. With focus on only shirts the company gradually grew larger over the years and is now sold many countries around the world. Oscar of Sweden – Only shirts since 1949.