Bridging the gap between sport and fashion, that’s the story behind the J. Lindeberg brand.
Johan Lindeberg founded the Scandinavian clothing company in Stockholm in 1996 with the vision to create a modern lifestyle brand that challenged the conservative establishment in golf to dress and think more progressively, and he succeeded. Golf never looked the same after veteran pro Jesper Parnevik stepped out on the course wearing slim, pink J.Lindeberg pants.
The main focus for the company is fashion, activewear, golf and ski wear. Being a brand in the intersection of sports and fashion, J. Lindeberg uses the technical advantages of functionality and seamlessly mix it with fashion forward aesthetics and perfected ways of fit.
“When you see Lindeberg, you recognize it is a mix of function, but with the concept of fashionable sportwear built into it,” says Jeremy Miller, the Canadian brand manager for Lindeberg. “And the golf side of the brand has taken a lot from the biking and skiing part of the company. It really is coming together. We want to incorporate the feelings and vibes of those sports, and use the technical elements from them as well, bringing them all into one.”
With Camilo Villegas and Jonas Blixt in its roster of players, there’s still a sports focus to the company, Miller says. That means J. Lindeberg is incorporating the keys into its golf apparel—wicking and cooling fabrics, as well as UV protection, are the foundations of the brand in the sport. Over the last year, under a new creative director Jens Werner, Lindeberg has stayed true its roots in the sport. Many still relate Lindeberg to Jesper Parnevik, which leads many to believe you had to be PGA Tour slim to fit into Lindeberg, something Miller says isn’t the case with the current lineup.
“We have a regular fit—that’s something we’ve always had,” says Miller, noting the lineup still leans towards young and sporty. “The look and the aesthetic is amazing and the fit is spectacular. You’ll also see more colours in this year’s lineup. It is an injection of colour.”