About GSL



Our roots are in Swedish and International tennis. Luckily, the leap between tennis and fashion has never really been particularly big; especially not for our trailblazer Fred Perry.

The story of GSL began on the tennis court in 1997, with Fred Perry’s laurel wreath. Magnus Gustafsson, the founder of GSL, was at the time sponsored by the British brand, who have always chosen to sponsor a SINGLE international player – someone with the right personality and attitude on the court. Magnus got to know Fred Perry’s MD and when it was time to start looking for something to do after his tennis career, he was given the chance to become a distributor for the brand in Sweden. In 1997, together with his brother Anders Gustafsson, he founded Gustafsson’s Sport and Leisure.

Since 1997, GSL has developed in two directions: fashion – with a focus on men’s fashion and quality, and tennis – with a focus on rackets and materials. We currently work with these two business areas separately, but in close cooperation towards the same goal: to become Scandinavia’s best brand manager.

“On the court we are focused, concentrated, tenacious, fast, strong and smart. Off the court we are humble, generous, helpful, friendly, calm and respectful” – Magnus ”Gusten” Gustafsson