Fashion is a funny thing. The word implies constant change – always moving on to the next big thing, the next trend and the next look. That’s not Morris. We prefer the word curious – and as a brand, you could say that we’re style curious. Marrying the past with the future unknown. But let’s start from the beginning.
Our founder, Jan Alsén, was a style maverick. He kept his head held high, a lily pinned to his chest. When the world zigged, he zagged. When it screamed fast fashion, he stayed true to his craft and conviction, championing a timeless wardrobe that never stops evolving. That spirit lives on. It’s our creed. To stay true to yourself, and express that. Because that’s not fashion, that’s style – and style is synonymous with knowing who you are, what you want – and not giving a damn.
Morris leads the way in men’s style. We want every man to stay true to himself, and express that. To be the lord of his own wardrobe.
Morris is a Swedish company founded in 2004 by Jan Alsén. The name Morris was first carried by a legendary men’s shop located on Hamngatan in Stockholm. It was the destination of choice for dandies with a passion for British-made clothing and accessories and was synonymous with quality. Thirty years later, the shop has long closed – but it is paid a well-deserved tribute by Morris, the brand. “I thought the historic connection was amusing, but Morris is a good name,” says Alsén. “It’s as simple as that, really.”
We like to think of ourselves as a “rebel of tradition” – meaning we know the rules that define our culture, so we also know when (and how) to break those rules. Our hearts beat for colour and British prep, and our eyes scan the globe for inspiration – but our feet are firmly planted in Swedish values.