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Jens Werner leaves J.Lindeberg — here’s the brand’s next move

The Creative Director’s fifth collection — for Autumn/Winter 2020/-21 — will be the last. We speak to the brand’s new CEO Jonas Andersson about how innovation, hero products and a new, dedicated space for sportswear will help the brand to remain being an essential part of the fashion and sports scene.

Words: Johan Magnusson

The brand is global and present in over 30 countries, built on an inspiring and active lifestyle within fashion, golf and ski.

— With sharp and sporty silhouettes, unexpected details, color and function, we bridge the gap between sport and fashion, says Andersson.

You have a new retail space at department store NK in Stockholm. And it’s completely dedicated to your sportswear range. Tell us more.

— With the new store we expand the concept launched in our flagship store at Biblioteksgatan in Stockholm, to build around golf and ski together with significant lifestyle products. At there we have the chance to show our extensive range of sport products, more than we could fit in a regular J.Lindeberg store. For a customer who wants to try our golf and ski wear, this is the best place to go. Knowledgeable staff will offer expert advice around our technical products. In addition to the in store selection there is access to the entire assortment though an online terminal. With the help of our staff you will be ready for the slope or the golf course, either by walking home with the clothes in a bag or have them delivered to your home within a couple of days.

The store is part of a strategy to showcase the J.Lindeberg lifestyle, both abroad and in Scandinavia.

— Our focus over the last 9 months has been to make sure all clothing lines speak the same language, and are relevant to both existing and new consumers, says Andersson. We have set our own retail stores as a base for our collections and our marketing with a new design and offering in our key stores.

We now see Jens Werner leaving as Creative Director. What’s the reason? And how will you develop your design department after him?

— With a renewed approach and vision for J.Lindeberg and a focus to build on the core strengths of the brand a decision was made to part ways with former Creative Director, Jens Werner, and move forward with a new Design Director. The process to fill this position is ongoing and we are looking for someone who will take a holistic approach to the brand and J.Lindeberg’s DNA. We work with a very strong brand founded by Johan Lindeberg in 1996 and our focus right now is to consolidate the sharp fit, innovation and quality that we are well-known known for. By creating new collections with interesting and unique hero products, J.Lindeberg will continue to be an essential part of the fashion and sports scene going into the future.

Related: New world-class sportswear destination puts consciousness first Chimi and J.Lindeberg’s new sleek golf glasses are optimal both on and off the course