Founded in 1996 in Stockholm by Johan Lindeberg. J Lindeberg had a vision to challenge the establishment of the fashion and golf industry through an anti-conformist and rebellious business idea.
At that time the fashion industry consisted of either designer luxury or diffusion massmarket brands. J.Lindeberg was created as an affordable alternative to designer luxury, and the brand was a pioneer in the new contemporary premium market, offering fashion forward products and lifestyle focused press and marketing campaign.
The conservative golf industry was dominated by shapeless clothing and cotton fabric sportswear. J.Lindeberg started a modern movement in golf by introducing a real fashion direction into the game with a slimmer silhouette paired with technical performance fabrics, there by treating golfers as stylish athletes. The game has since never looked the same.