"With Shaping New Tomorrow, the Victoria district will gain a new sustainable and exciting brand, which modernizes the look of classic men's fashion. We are looking forward to welcoming them to a genuine Gothenburg environment and a vibrant district, which is always full of life," says Marina Fritsche, Regional Director Gothenburg and Vice CEO of Wallenstam. 

Shaping New Tomorrow was established in 2015 by three childhood friends who wanted to change the way we think about traditional menswear. Driven by the ambition to combine classic, stylish menswear of high quality with comfort, wellbeing and an active lifestyle, the three founders have created Denmark's fastest growing fashion company. They started their journey as a purely e-commerce operator and now with the opening of the Gothenburg store they have 12 stores in Denmark, Germany and Sweden.  

"We are aware that the retail market in Sweden has gone through a challenging period. Therefore it is no secret that our investments in Sweden are being made with a long-term perspective when we are now increasing our investments in Scandinavian stores," explains Shaping New Tomorrow CEO and co-founder Kasper Ulrich.

All production for Shaping New Tomorrow takes place in Portugal where about 200 employees work. Physical stores are strategically important for the Danish fashion brand.  
"If we look at our physical store expansion in Germany, we can see that physical retail opens the door for both additional purchases in our online store and attracts new customer segments. This is a trend that we also expect to see in the rest of Scandinavia in line with the expansion of our physical stores," says Kasper Ulrich. 

Reuse is at the heart of Shaping New Tomorrow's "zero waste" approach. One example is the fact that the furnishing of the fitting rooms in the new store will be designed using surplus material from the factories in Portugal.