J.Lindeberg is launching a limited capsule collection with the emerging Nigerian photographer, Davey Adesida. Since the lifestyle brand was founded back in 1996 with the goal of being a truly international brand, diversity has been an essential ingredient in the company’s success. The JL Brand states that they want to make it, “… visible to the world, not only in our offices. Our Fashion shows and imagery all reflect the fantastic diversity this world is built on.”
The 29-year old photographer Adesida was born in Nigeria but is now based in New York, and having fallen in love with the artistic sensibility of J.Lindeberg’s Creative Director Jens Werner, he got in touch with him to show his appreciation. That bold step planted a seed and the two men soon became close friends. Now the seed is bearing fruit in the form of their collaboration on this limited-edition capsule collection that is to be released on April 27 worldwide and available online and in selected stores.
—Davey reached out to me since he had seen the work we have put into J.Lindeberg the past two years. He expressed he really liked my artistic expression and I felt the same way when I was presented his work, says Werner.
Explaining the inspiration and momentum behind the collaboration, Werner says,
—As a German growing up in a small village and then moving to New York to pursue a career in design and fashion, I sometimes felt like an outsider standing on the side line observing the big city crowd. And I always felt that I had a different point of view to what one would say is typical American, which I believe most foreigners have. This laid the ground for the JL SS 2019 collection, where I am presenting my interpretation of the US east coast vs west coast.
Expanding on Adesida’s role, Werner adds,
—Since Davey grew up in Nigeria, he also has a different view of the US. That is why we came up with the idea that he was going to travel from coast to coast and document the entire journey, east coast and west coast shown from his point of view.
Adesida grew up in the rainforest in Nigeria and he brings his own unique interpretation to the project. He says,
—When I came across Jens’ work I instantly felt we should do something together. We have a similar view on a lot of things, it felt natural from the first moment we talked. This is the first time my work has been transformed into a small fashion collection and I am happy how it all turned out.
The limited capsule collection comprises of a t-shirt in 3 colour-ways and with four different prints and one shirt. All the pieces are unisex and have photographs taken by Adesida printed on them. Prices range from €80 to €1600 and the collection will be sold at JL’s own stores and online shop worldwide.