Alexandre Sundberg has always valued periodic escapes from Paris – his native city, to explore his wilder Scandinavian roots. He gradually started travelling to more remote and untamed places.
Over time he developed the conviction, that the mind needs a place where it can breathe.
The idea of travelling and exploring with “bare minimum” soon became clear. The unmatched feeling of freedom associated with it is very therapeutic. True Tribe is all about creating products that symbolise this experience.
After four years of studying the industry and strolling Parisian streets in shorts, Alexandre Sundberg laid the foundation of True Tribe in 2017.
Raised by a Swedish mother, Alexandre was introduced to the textile industry at a young age. A former model in Paris, she kick-started Pakistan’s export business of home textiles to Europe in the 80’s and triggered his passion for textiles.
She taught him the industry whilst sharing her work ethic. Another inspiration was his father who was a pioneer in importing garments from the Middle East to Paris during the 70’s.