Brand Profile
PAST TENSE IS THE CREATION OF CREATIVE DIRECTOR VICTOR LINDH AND BUSINESS DIRECTOR ADRIEN FORRAY BOTH SEASONED FASHION PROFESSIONALS WHO ARE COMBINING THEIR EXPERIENCES FROM NEIL BARRETT, AXEL ARIGATO, BURBERRY, KERING AND NORSE PROJECTS TO PROPOSE A NEW TAKE ON PREMIUM SCANDINAVIAN MENSWEAR.
THE PAST TENSE BRAND PHILOSOPHY IS CENTRED AROUND SELF-EXPRESSION AND THE APPRECIATION OF HIGH QUALITY. THE CONSTANT PROCESS OF IMPROVEMENT AND THE DESIRE TO ALWAYS DO BETTER PRODUCTS IS THEIR DRIVER.
THEY WANT TO REACH AND INCLUDE LIKE-MINDED PEOPLE WHO RECOGNISE AND APPRECIATE GREAT CRAFTSMANSHIP. PAST TENSE COMES OUT OF THE IDEA OF NOT JUST CHASING NEWNESS, BUT SLOWING DOWN. TO CONTEMPLATE AND LOOK AT FASHION IN A PAST TENSE. TO LEARN FROM THE PAST KNOWLEDGE, TRADITIONS AND CRAFTSMANSHIP OF LUXURY MANUFACTURING. AND TAKE THAT KNOWLEDGE AND SEE IT THROUGH A CONTEMPORARY LENS TO CREATE A PRODUCT WITH A MODERN AND UNIQUE LANGUAGE THAT IS RELEVANT FOR TODAY AND TOMORROW.
EXPRESSIVE YET TIMELESS HIGH-QUALITY PRODUCTS.
DISCOVER PAST TENSE SECOND COLLECTION SS24 “LUCID DREAMS” IN PITTI UOMO AND AT THEIR PRIVATE PARIS SHOWROOM IN JUNE.
THEIR FIRST COLLECTION, AW23 “FROM A DIFFERENT VIEW” IS RELEASING IN THE FALL ONLINE AND AT SELECTED RETAIL LOCATIONS