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Tender Clothing Ltd.

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Tender Clothing Ltd.
Founded 📆2009 in London, United Kingdom
Founder 👔William A. Kroll
Headquarters 🏙️,
Area served 🗺️
OwnerWilliam A. Kroll
Number of employees
🌐 Websitehttp://www.tenderstores.com
📇 Address
📞 telephone

Tender Co. is a British-designed and made[1] menswear brand founded in 2009 by designer William Kroll, a former Evisu designer and Central Saint Martins graduate.[2] The brand is known for its "artisanal approach to denim craftsmanship and design"[3]. Tender's design and manufacture have also been described as "deconstructive."[4] Tender is known for collaborations with British artisans and craftspeople. A collaboration with Gloucestershire narrowboat painter Graham Brown was featured in Creative Review,[5] and curator Emily King has written about his ongoing work with an anonymous ceramicist.[6]

Tender is included in several print publications related to the subjects of fashion, denim, and sustainability, including Fashioned from Nature[7], the catalogue accompanying the exhibition Fashioned from Nature at the Victoria and Albert Museum in 2018. Tender's use of natural dyes and "long-forgotten and new-construction and dyeing techniques" are profiled in Blue Blooded: Denim Hunters and Jeans Culture[8].


  1. van Rhoon, Peter, ed. (2016). Book of Denim. 1. Amsterdam, Netherlands: Amsterdam Publishing Int. p. 53. Search this book on Amazon.com Logo.png
  2. Vestergaard, Mads. "William Kroll Interview – Tender Co and Beyond". Heddels. Heddels. Retrieved 7 September 2018.
  3. Trotman, Samuel. "Interview with Owner and Founder of Tender Co. William Kroll". WSGN Insider. WSGN. Retrieved 7 September 2018.
  4. Johnson, Rebecca May. "The Slow Denim Brand Inspired by Victorian Engineering". AnOther Magazine. Dazed Group. Retrieved 7 September 2018.
  5. Howe, Rupert (June 2015). "Graham Brown designs, from boats to menswear". Creative Review: 50–53.
  6. King, Emily. "Denim and Clay". Maharam. Maharam. Retrieved 7 September 2018.
  7. Ehrman, Edwina, ed. (2018). Fashioned from Nature. London, United Kingdom: V&A Publishing. p. 163. ISBN 9781 85177 9451. Search this book on Amazon.com Logo.png
  8. Stege Bojer, Thomas; Sims, Josh (2016). Blue Blooded: Denim Hunters and Jeans Culture. Berlin, Germany: Die Gestalten Verlag GmbH & Co. KG. pp. 30–31. ISBN 978-3-89955-646-9. Search this book on Amazon.com Logo.png

External links[edit]


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