Born in London · Made personal

STILL
PATCHING.
JUST
DIFFERENTLY.

Patchy Tiger began as an online store for personalised pieces. Today Matilda and her team create on a smaller, more bespoke scale, only by request.

Patchy Tiger personalised Velvet Jean denim jacketTwo girls in Mrs Mighetto x Patchy Tiger denim jacketsLeopard-print shoes customised with Patchy Tiger patchesPatchy Tiger personalised Loki denim jacket
Made to order

NO SHOP.
NO STOCK.
NO MASS PRODUCTION.

Patchy Tiger has made denim personal since 2017. Tell us who it's for and what you have in mind. Matilda and her team will take it from there.

Names, initials, patches and pieces with a story. Personalisation has always been at the heart of Patchy Tiger. Today Matilda and her team create on a smaller scale, only by request.

Start a piece
Luna and Matisse walking together in personalised Patchy Tiger denim jackets
Made for you

BUILD YOUR
PATCHY TIGER.

Choose a denim jacket, add a rainbow name and pick the patches you love. Matilda and her team will confirm what is available and make your piece to order.

01Choose your jacket size

Start with a stonewashed Patchy Tiger denim jacket.

Patchy Tiger stonewashed denim jacket, front and back, photographed on white

02Add a rainbow name

Our rainbow alphabet is included in the jacket price, for names of up to 10 letters.

Complete Patchy Tiger embroidered rainbow alphabet on white

Rainbow letters only. A–Z, up to 10 letters; 12–18 months and 2–3 years fit up to 5. Rainbow name included.

03Pick your patches

Explore patch ideas by size. Choose as many as you like; the team will confirm the final selection.

The archive

PATCHY TIGER
ICONS.

The pieces that became part of the Patchy Tiger story. Personal, playful and never designed to disappear into a crowd.

Patchy Tiger MUM ring worn by mother holding baby
The MUM RingOne of Patchy Tiger's most-loved pieces.
Patchy Tiger Flora personalised denim jacket
Personalised DenimNames, patches and individual stories.
Patchy Tiger MAMA personalised adult denim jacket
Mini Me & Grown UpsBecause Patchy Tiger was never just for kids.
Creative partnerships

THE
COLLABS.

Artists and makers brought their own worlds to Patchy Tiger denim. These three collaborations remain favourites from the archive.

Eleanor Bowmer x Patchy Tiger: child wearing embroidered denim in a colourful illustrated setting
01

Eleanor Bowmer

Bold, playful illustration meets personalised denim.

Roxy Marj x Patchy Tiger: children in customised denim jackets with illustrated patches
02

Roxy Marj

Her monochrome characters became embroidered patches for a limited denim collaboration.

Mrs Mighetto x Patchy Tiger: illustrated embroidered character patches
03

Mrs Mighetto

Storybook characters became intricate embroidered patches, ready to live beyond the page.

Patchy Tiger denim campaign with children against a golden spotted backdropPatchy Tiger Nova personalised jacketIggy wearing a personalised denim jacket with a tiger patchPatchy Tiger Loki personalised denimOrlando and Daisy names embroidered on personalised denimJuni wearing a denim jacket with a tiger patchPatchy Tiger kraft packaging with golden spotted brand sealChildren wearing Gogo and Danger personalised Patchy Tiger piecesChildren wearing Noor and Gusto personalised Patchy Tiger denim jackets
Beyond the online store

PATCHY TIGER,
IN PERSON.

Patchy Tiger also came to life through pop-up spaces inside department stores. At Åhléns, visitors could explore the patches, see personalised denim up close and make a piece their own.

These photographs capture the joy of bringing the brand off the screen and into the store.

Patchy Tiger pop-up display with personalised denim and patches at ÅhlénsPersonalised Wilma denim jacket and Patchy Tiger display at ÅhlénsGold Patchy Tiger balloon above a rail of personalised denim jackets
Selection of embroidered patches at the pop-upLeopard, tiger, rocket and pineapple embroidery patchesPersonalised denim jacket with a large leopard patchPatch trays with unicorns, animals and colourful embroidered designs
A little extra joy

PERSONAL TO
THE LAST DETAIL.

From the name on a jacket to the spotted finishing touches, every piece carried a little bit of Patchy Tiger character.

Gold spotted Patchy Tiger packaging labelPersonalised denim and Patchy Tiger packaging card
Our story

BORN IN
LONDON.

Matilda founded Patchy Tiger in London in 2017 with a simple idea: make denim feel as personal as the people wearing it.

One name, one patch, one story at a time, the online store grew into artist collaborations, new product categories and a community who made Patchy Tiger their own.

In 2026 the online store gave way to smaller-scale bespoke work. Matilda and her team continue the original made-to-order spirit, creating pieces only by request. The brand lives on as a reminder of what was built, and of how much a personal piece can mean.

Meet Matilda Gyllenhammar
Proxima wearing a personalised Patchy Tiger denim jacket with rainbow patches
The journey

FROM FIRST PATCH
TO WHAT'S NEXT.

  1. 2017

    Born in London

    Patchy Tiger begins by making denim personal.

  2. 2018

    Beyond our own store

    The Tot becomes the first external online store partner.

  3. 2019

    Creative new chapters

    The artist patch collaboration series and the MUM ring join the story.

  4. 2020–21

    More ways to make it yours

    The range expands beyond denim to shoes, hats and other pieces.

  5. 2022–25

    Online and in person

    A strong online presence continues alongside pop-up experiences in department stores.

  6. 2026

    A bespoke focus

    The online store gives way to smaller-scale, made-to-order pieces, available by request.

“ONCE A PATCHY TIGER,
ALWAYS A PATCHY TIGER.”

To everyone who wore us, stocked us, collaborated with us, photographed us, shared us and became one of our ambassadors: thank you for making Patchy Tiger what it is.

Made to order

YOU HAVE YOUR OWN IDEAS?

Tell us who it's for and what you have in mind.

Make an enquiry