A WAY OF LIVING
TENSON ESTABLISHED IN VARBERG, ANNO 1951
In this year, Paul Rydholm placed his faith in a swimwear collection with a surfing theme, having drawn inspiration from a trip to Paris and the French magazine Elle. In the course of an intensive nights sewing in a hotel room, the collection was born and proved to be extremely popular when launched.
At the start of this decade, hippies and flower power were high on the agenda. Tenson’s swimwear collection was completely dominated by this lifestyle. This collection totally radiated “A way of living“. As someone said, “Imagine if just once in your life, you could enjoy a summer like how it’s portrayed in a Tenson brochure”.
Tough cross-country ski clothes and functional garments for tennis also raised Paul Rydholm’s pulse. Clothing for the aware man with an active lifestyle. Or as Paul himself put it, “Tenson Man – the guy on the move. Cold and warm, a ladies man”.
The Himalaya jacket, born in 1972, is a great example of functionality, Tenson style. Loved by generations of skiers, sailors and city dwellers, this is a real tough garment you’ll never want to be parted from. These days it’s also wind and waterproof.
By the 80’s Tenson had decided to concentrate business on two corner stones – outdoor and alpine. The type of clothing Paul Rydholm applied his engineer’s heart to – clothes that protect against rain, cold, wind and snow. By the start of the 90’s, this had made Tenson the leading outdoor brand in several European countries.
Even in modern times, it’s hard to resist Paul Rydholm’s description of a typical Tenson leisure time guy: “Tenson-Man a tough guy. Likes racing, driving his VW, saving pennies for a Ferrari. Also likes to walk in the forest with girls, pick windflowers and such. Tenson-Man, a smart guy. Only wants the best of everything”.
Since the launch in 1972, the Himalaya jacket had now sold over half a million pieces. This year Tenson started a collaboration with the Swedish artist Petter Alexis where he designed his own version of the classic Himalaya jacket with the designers. He also acted as Tenson’s front figure the same year.