The story of a smart swedish kid from varberg

In the mid 1940’s, a happy-go-lucky kid by the name of Paul Rydholm stood behind the counter of his father’s men’s outfitters in the little coastal town of Varberg and wondered. Why, in the name of goodness, couldn’t you get good hats for cycling? The urge to find the answer to this was overwhelming. Pretty soon the Kent cycling hat came to life on Paul’s drawing board and cycle manufacturer Monark was a big customer. It wasn’t long before this plucky kid had designed trousers with innovative pockets, cut for a more enjoyable outdoor life but still made for ordinary folks. Just like Paul himself.

In 1951, Paul took the big step of starting his own business under the name Tenson. A couple of years later, he did something pretty defining; he bought a couple of copies of American lifestyle magazines. Inspiration blossomed and Tenson’s first collection of swimwear was born. This bathing adventure was so successful that for several years and using several themes, it became Paul’s pet project for several years afterwards.

At the start of the 60’s, Paul loaded a trailer full with garments, paint and timber and together with his sister, headed down to Germany for a clothes fair. At this fair, he promoted his clothes in a homemade exhibition stand. Buyers at the fair were impressed by the Swedes unusual solutions and innovative clothing. Orders were received from England, Germany and Switzerland. Tenson had taken its first steps outside Sweden and initiated successful exporting.

Paul was powered by adrenaline and his inventiveness knew no boundaries. “Why don’t we live as we’re intended to”, he thought. “Way back, we were created as a hunting species so it’s time we found our way back to nature”. Thus the idea for a complete range of hunting and outdoor clothing was born. When Paul invented his winter clothing range, he slept for several nights in an ice cave just to make sure they worked liked he intended.

Paul described his intended ’Nature Man’ like this: ”Tenson-Man – skis, hunts and fishes, wanders in the forest with his pipe in his mouth. Smells good, little kid, a little tuna fish, a little gunpowder. Can’t live without his jacket. Sleeps in it if he can. One of those half-tall things with a thousand pockets to keep stuff in. That’s what Tenson-Man likes, the guy with a pure heart and gunpowder in his moustache. The kind of guy every girl wants to roll meatballs and fold the bedclothes for.”

This way of thinking was in line with the slogan Paul created for Tenson – ”A way of living”. Why? Well, because Paul realised that a Tenson customer wasn’t just buying a jacket – they were buying a successful experience.

Paul Rydholm is no longer with us, but here at Tenson, we stick by his philosophy to create garments for ordinary people who like to have it good outdoors. Clothes with functionality and feeling, clothes with smart solutions and comfortable cuts. The Tenson heart continues to beat for Paul and all our customers who just like us, are people who enjoy living an active and prosperous life.