Look at the picture. What you see is Oscar Jacobson, his brother Carl and some of their workers. The picture is from the beginning of the 1900s. Actually you can call it a sort of catwalk – with six good-looking male models on a flatbed truck, showing the latest clothes and garments from Oscar Jacobson. Today the fashion shows are more, shall we say, sophisticated. (And they seldom include the founder as a model.) But the philosophy is the same. We let the clothes speak for themselves. We’re not a brand with a glossy surface; we’re a brand with a heart and soul, well grounded in Swedish craftsmanship, and we want our clothes to be used. Not showed off. To us, clothes should make you feel good. And enhance your personality.