J.Lindeberg is leaning into its sports and fashion heritage as it prepares to relaunch the brand for fall under the direction of a new ceo and creative director.
“Even in a pandemic, this will be a record year for us from a revenue and bottom-line perspective,” he said. “We delivered the numbers that the previous management team had set in 2019 before anyone had ever heard of COVID-19.”
So instead of individual silos where each category was designed and marketed independently, the team worked to create one concept that encompassed them all. “If you look at fashion today, there is a blending of fashion and sport,” Lewty said. “My job was to create one concept that is much tighter with a stronger message.”
Whether sport or fashion, the brand has come up with a marketing statement for fall intended to amplify its new message: Aim Higher. “We’re really proud of that slogan,” Lewty said. “It has a sports connotation, but it can mean a lot more.” For other outdoor sports such as skiing and mountaineering — as well as “relaxing in the valley” — J.Lindeberg is offering elevated classics including a hood on coats for the extreme adventurer called the Cliff XTR Hood made from recycled polyamide fabric originally used for parachutes. Lewty said this collection overall is intended to offer “cutting-edge style for both on and off the slopes. It celebrates the house codes we live by: telling the J.
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