Peter Jüriado, Creative Director at Stenströms / Premium Shirts

In this episode of the Menswear Style Podcast, we welcome back Peter Jüriado, Creative Director and Head of Design at Stenströms (https://stenstroms.com/se/) , to catch up on one of Sweden’s best-known shirt specialists and explore how the 125-year-old brand continues to evolve. Peter has spent three decades at Stenströms, although his route into fashion was anything but conventional. Originally trained as an electrical engineer, he joined the company initially in sales before spending years learning the business from the factory floor and absorbing the knowledge of an experienced mentor who had himself worked at Stenströms for more than four decades. Around 15 years ago, Peter took responsibility for the collection and has since played a central role in developing the brand from a traditional shirt manufacturer into what he describes as a broader “shirt concept”, incorporating knitwear, jersey shirts and other complementary pieces alongside its core shirting. We discuss the extraordinary history of Stenströms, a company that dates back 125 years, and how its long-standing commitment to shirtmaking continues to influence the brand today. Peter explains what separates Stenströms from both lower-priced mass-market shirts and the increasingly expensive world of Italian mills, handmade shirts and luxury tailoring. His philosophy is centred on producing premium shirts with excellent fabrics, strong European manufacturing and a level of comfort that makes them practical eno