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The name Morris comes from the legendary men’s shop, which, from 1949 to the beginning of the 70’s, was situated in the Sagerska building on Hamngatan in central Stockholm. Morris was the address of choice for gentlemen of all ages. The store attracted dandies throughout the country with a passion for British made clothing and accessories that were synonymous with quality.
In those days, Italy was regarded with a degree of skepticism from the standpoint of fashion. Duffels from Gloverall, tailored suits from DAKS and Chester Barrie or elegant, water-resistant overcoats from Mackintosh – were all to be found at Morris.
When outfitted at Morris one actually looked like the Duke of Windsor at a garden party or Roger Moore’s The Saint.
“I thought the historic connection was amusing, but Morris is also a good name. It’s as simple as that really,” says Jan Alsén,
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