Translated by
Nicola Mira
Jun 14, 2017
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True Tribe stands out at Pitti Uomo

Translated by
Nicola Mira
Jun 14, 2017

How to create a real buzz and stand out in the crowd, if your first foray on the market is at a 60,000 m2 show like Pitti Uomo? Alexandre Sundberg's solution is to stroll around half-naked in the Fortezza da Basso venue, brandishing a small, hand-made placard bearing the name of his label, True Tribe, and the location of its booth. French allure soon worked its magic, as the improvised Tarzan caught many an eye and a lens!


Alexandre Sundberg hunting for clients for his label True Tribe at Pitti Uomo - FashionNetwork.com (ph DM)

"My booth is a small affair tucked away in the back of beyond. Then I hit on the idea of showcasing my products live to visitors, by strolling around the aisles wearing a swimsuit and a backpack," said the 26-year-old Parisian, an advocate of the 'less is more' approach.

Alexandre Sundberg launched into fashion's top flight exactly three months ago, creating a "men's swimsuit brand focusing on sustainability and respect for the environment." He has actually spent three years working on this project.

True Tribe's first collection consists of three models, made using polyester coming from recycled plastic water bottles, and of an aviator-style backpack. The style is clean, timeless and a touch retro, and the recyclable packaging is made using toxic seaweed, the type that proliferates on coastlines.

Above all, the budding entrepreneur has set up a small manufacturing workshop in Karachi, Pakistan, where employees are guaranteed a sound working environment. "My philosophy is slow fashion. There is a real relationship with, and respect for the people who work in my workshop," he said.

The emerging ethical swimsuit label is launching into virgin territory this season - True Tribe

Alexandre Sundberg has a Swedish mother and a French father, and after studies in London and Stockholm he started a career in sales at printing specialist Xerox. He then dropped everything and travelled to Australia and New Zealand, reconnecting with nature.

Back in Europe, he founded True Tribe with the financial backing of his mother's textile company Sunberg, a home linen supplier for major brands. True Tribe's maiden collection is currently available on the truetribe.paris website, and the brand has ongoing contacts with Parisian concept stores Merci and L’Eclaireur.

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