Johan Lindeberg founded the J.Lindeberg brand in 1996. Lindeberg who had been the marketing director of Diesel resigned from his duties at the Italian denim brand, fatigued from constantly restraining his own visions, and decided that he wanted to create something of his own. Whilst traveling through
Europe on his motorcycle he visualized a fashion brand that reflected his personal and creative values.
Lindeberg launched his brand during the summer of 1996 in Stockholm and New York simultaneously.
The brand was named J.Lindeberg after Lindeberg’s own signature. With a number of investors, and Lindeberg committing all his financial resources, two parallel offices where assembled, one in Stockholm’s port district and one on 57th street Manhattan in New York. As Creative Director Lindeberg assembled a small team of designers headed by Roland Hjort who was recruited from the Swedish apparel brand H&M.
The first design concept was called 21st Century Lifestyle and the collection was showcased in New York during the Fashion Week Fall Winter 1997 Season, featuring men’s fashion and golf clothing. Lindeberg has always expressed a profound interest in active sports and the idea of transforming elements and ideas from the high fashion industry into sportswear. Since he had a past in one of the world’s largest denim manufactures,
it would have been obvious for him to build his brand around denim products, but Johan didn’t want J.Lindeberg to be labeled a denim brand. Therefore, he initially did no denim and instead he presented a 1960s rock ‘n’ roll-inspired look.
To further develop the golf concept, Lindeberg turned to his PGA-tour golfer Jesper Parnevik. Parnevik’s character suited J.Lindeberg’s creative concept and added a professional value to the collections.