After more than three decades at Stenströms, Peter Juriado is one of the architects of the brand’s modern identity – a designer who began in sales, trained as an engineer, and ultimately found his calling in the artistry of shirtmaking.
His career unfolded in the era when Stenströms’ production still sat under the same roof, allowing him to observe every stitch, cut and construction detail at close quarters. That early proximity shaped not just his eye, but his entire philosophy: design isn’t decoration, it’s the foundation of how a garment feels, functions and lives on the body.
Juriado carries an instinctive sensitivity to proportions, materials and form, the kind that only develops through decades of handling fabric and refining silhouettes. And while he speaks with real affection for heritage, his instinct is progressive: evolving classics, reimagining staples and shaping products that feel both timeless and unmistakably contemporary.
Above all, Juriado embodies the ethos that has kept Stenströms relevant for more than 125 years: precision, integrity and the pursuit of beautiful, functional design.
We sat down with him to explore the inspirations, breakthroughs and design principles that continue to shape one of Scandinavia’s most respected menswear houses.
Square Mile: What first sparked your interest in fashion design?
Peter Juriado: My interest in fashion design first grew out of my general passion for design and creativity. I’ve always been fascinated by how design can blend functionality and beauty, and fashion felt like the perfect medium to express that.
What really drew me in was the idea of taking classical styles and reimagining them in new ways – I guess in a way preserving timeless elegance while adding a fresh perspective. That balance between tradition and innovation continues to inspire my work.
SM: How would you describe your brand’s DNA?
PJ: Our brand’s DNA is built on more than 125 years of craftsmanship, heritage, and attention to detail – yet it continues to evolve and stay relevant. It’s about honoring tradition while constantly questioning, exploring, and reinterpreting what timeless style means. The brand stands for quality, authenticity, and a spirit of curiosity that keeps it fresh and forward-looking without losing its roots.
SM: Where do you go for creative inspiration?
PJ: I get my creative inspiration from many different places – travelling and observing design in all its forms. I’m inspired by interior design, architecture, cars, and even the details of buildings; I love how structure and form can influence fashion. I also spend time online discovering new ideas and perspectives. Most of all, I draw inspiration from people who have genuine style – those who express themselves effortlessly and authentically.
SM: Which collection or item felt like a breakthrough moment for you, and why?
PJ: We’ve been doing well for many years, but I feel the real breakthrough came when I started to evolve the product to better reflect the current zeitgeist. One key piece that represents this shift is the washed casual shirt – what I like to call the “new formal shirt”. It bridges the gap between relaxed and refined, capturing the modern way people want to dress. It’s about maintaining quality and craftsmanship while adapting to a more effortless, contemporary style.
SM: What’s a detail you obsess over that most people wouldn’t notice?
PJ: I don’t think people are unaware – they just notice the details after wearing the product for a while. For me, it’s about everything: the fabric, the buttons, the stitching, and especially the softness that defines a Stenströms shirt. Those subtle qualities might not stand out immediately, but over time they reveal the craftsmanship and comfort that make the shirt special.
SM: What do you think the fashion world gets wrong right now?
PJ: I think fashion today often gets it wrong in two ways. On one hand, there’s fast fashion – driven by speed and volume rather than quality or longevity. On the other hand, there are brands that focus more on their name than on the actual product. For me, fashion should be about genuine quality, craftsmanship, and creating something that lasts – not just chasing trends or labels.
SM: How has your approach to design evolved with changing consumer attitudes?
PJ: Even as consumer attitudes have changed, my approach has always been to stay true to quality. People today are more conscious – they value authenticity, longevity, and products made with care. So rather than chasing every trend, I’ve focused on refining what we do best: creating well-made, timeless pieces that feel relevant in today’s world. Quality never goes out of style.
SM: Which designers – past or present – do you most admire?
PJ: That’s a hard question to answer, but there are two designers I truly admire: Giorgio Armani and Ralph Lauren. Both of them created more than just fashion – they built complete worlds around their vision. Their work goes beyond clothing; it’s about a lifestyle, an atmosphere, and a consistent sense of identity. That ability to shape an entire universe through design is something I really respect.
SM: How do you balance commercial viability with creative risk?
PJ: Involving a team, agents, marketing people and trying to push new things. Every collection carries the classic core that anchors us and the statement pieces that push us forward.
SM: What’s the item in your wardrobe you could never part with?
PJ: Honestly, I’m not sure I have one. If I keep something, it’s usually because it works – not because it’s perfect.
Sometimes the ugliest piece ends up being the most practical, the one that just does its job without asking for attention.
I like that kind of honesty in clothes – when they earn their place not by how they look, but by how they live.
SM: What’s the most out-there idea you’ve ever had?
PJ: I once had this idea to deliver shirts in transparent tubes. It definitely made an impact – people either loved it or found it a bit over the top. The concept created a lot of buzz, but looking back, it probably wouldn’t be the most sustainable choice.
SM: What’s your biggest fashion faux pas – what do you hate to see?
PJ: I wouldn’t say I hate anything – that feels too strong. But I do have a real issue with things that are poorly made yet carry a big price tag. Quality should always justify the cost.
SM: What’s your sartorial guilty pleasure?
PJ: Shoes and coats – I don’t have any more space.
SM: London, Paris, or Milan – and why?
PJ: Milano, and in general Italy. I think it's the way of living.
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