tender

Tender was founded in London in 2009 by William Kroll. The brand emerged from his fascination with historical workwear, old industrial machinery, and traditional manufacturing techniques. These influences continue to form the starting point of every collection – not as a mere reproduction of past designs, but as a foundation for new ideas and independent constructions.

The focus is on exploring craftsmanship. Weaves, cuts, sewing techniques, and dyeing processes are constantly rethought and developed further. Historical research meets a joy of experimentation, resulting in garments that incorporate familiar details while possessing their own distinct character.

Tender devotes as much attention to the entire creation process as it does to the design. From the first fabric sample to the finished garment, the collections are created in small workshops, studios, and manufactories where artisanal skill sets the pace. This care continues with wear: Tender understands clothing as a companion for many years – pieces that can be used intensively, develop a patina, and become increasingly personal over time.

Until 2025, production was exclusively in England; today, the collections are created in the USA, where William Kroll now continues the brand from Pennsylvania. The aspiration remains the same: uncompromising craftsmanship, exceptional materials, and clothing that goes its own way.