Tender & Viberg
A Day in The Cotswolds.
William Kroll founded Tender back in 2009 and still runs the brand from his garden in Stroud. The brands longevity and solidity can be credited to its solid and unwavering attitudes towards the fashion industry and how to sustain a brand.
I journeyed to Williams back garden studio on a commission from VIBERG BOOTS whom have collaborated on a ‘Butterfly Jacket’ from the Tender archives. It was fantastic to meet and talk with William who coincidentally used to work with a few mutual friends and for one of my favourite all time brands, Evisu.
I was inspired by his dedication to quality and longevity and doing it his own way, never getting ahead of himself or doing anything because ‘that’s how it’s done’. No black Friday sales or even sales of any kind here, nor is there a PR or social media team.
Tender is ‘tender’ in its approach and William’s refreshingly independent philosophy is admirable.
It only felt right to shoot this feature on film, it echoed Williams "slow manufacturing" approach and love for all things authentic and traditional. Shot on my trusty 6x4.5 Bronica and processed by Take it Easy in Leeds.
Thanks to VIBERG for the commission and thanks to William for his entire morning chewing the fat. I moved into our new home a week after the shoot and so I couldn’t help but to get 3 of the wonderful Tender cast bronze keyrings for our new house keys!
“I work from home, in a small studio/stockroom at the end of the garden. Everything you see listed on tender stores is in there”