This British fashion brand was launched in the 2010 A/W season by William Kroll, who was a designer at EURO EVISU, learned tailoring techniques on Savile Row, London's menswear district, and was involved in all aspects of denim production in Kojima, Okayama Prefecture.
The brand name "TENDER" refers to the name of a freight car that carries coal and water, a part of a steam locomotive, and the collection is inspired by work clothes from the time when steam locomotives were running in 19th century Britain.