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Style, innovation & equality

Here are J.Lindeberg, Whyred, and Tiger of Sweden’s new creative leaders

Three of Scandinavia’s leading fashion brands welcome new Head of Designs.


J.Lindeberg: Neil Lewty

Lewty (pictured) joins J.Lindeberg from Hugo Boss where he is Senior Head of Design at Hugo Boss Sportswear. He has years of experience leading design teams on an international level, both at Hugo Boss and before that as Design Director of Tommy Hilfiger’s menswear line.

— I’m excited to join J.Lindeberg. It’s an iconic brand with a global presence, and the mix of fashion and sport is more relevant than ever. I look forward to building on the strong heritage, taking it to a new level, ensuring that J.Lindeberg continues to innovate and stay relevant in the future, he says.   — This is a key recruitment for J.Lindeberg. Neil will lead the development of our product offering in all concepts together with our design team. His mission is to develop new and innovative products in line with our brand DNA, heritage and commercial needs. It’s vital that we continue to inspire our consumers across all our markets, says Jonas Andersson, CEO.   He will begin his new role in August.


Whyred: Jessy Heuvelink

The contemporary fashion brand is currently undergoing a major work to create an updated brand experience. In doing so, recruiting Heuvelink (adidas, J. Lindeberg, and Oscar Jacobson) plays a big part.

— Whyred is an amazing brand with a genuine and unique history. I’m honoured to join as creative director and really look forward to write new chapters for them, creating an extraordinary, ”super independent” community, he says.

The brand will release smaller drops throughout the year, together with a few classic Heroes pieces that will always remain in the range, and also go direct-to-consumer.

– The fashion industry’s facing huge challenges in order to become sustainable and customer-oriented. We’ve been through a turbulent year, including necessary changes in our company structure, and have now built a strong team to be able to grow on current and new markets, says Lili Assefa, chairman of board at company owner Gotoga.

Heuvelink’s first drop is to be released in May.


Tiger of Sweden: Bryan Conway

Conway (Burberry, JW Anderson) has been a part of the Stockholm-based fashion house as Head of Menswear since last year. Starting from SS21, he will now take the creative lead also for Women’s, Jeans and the accessories lines. Aligning them under one shared creative identity, he will continue to build on the 100-year history of one of the leading Scandinavian contemporary fashion brands.

— With its unique heritage as Scandinavia’s leading tailoring house, I am so excited to harness all this knowledge and craft built within to create an enduring and modern vision that is relevant today — a continuation of principles that have been the foundations of this company since the start in 1903. For me it is about taking what is great about Tiger, the silhouette, cut and inherent elegance, bringing all forward into today’s context, he says.

— The combination of skills Bryan brings to Tiger of Sweden is very rare to find in a creative talent: He has a distinct creative point of view on the brand, deep competency in craftsmanship, a relentless drive for innovation and an open-minded, curious attitude, says Linda Dauriz, CEO.