Johan Lindeberg is a man who doesn't stand on tradition.The Swedish fashion strategist could easily be described as the rock n' roll revolutionary of the fashion world. He is the man currently revolutionising the traditionally stuffy world of golf with trendy, slim-fitting and colourful golfwear replacing god-awful plus-fours and checked v-neck sweaters.
After revolutionising today's contemporary fashion world as CEO of Diesel USA, Lindeberg has branched into the world of golf, as well as operating his own successful brand of daring, modern clothing.
He creates for, as he puts it, "the 21st century citizen". Attitude and the guts to break away and do what he believes in is the genuine rock n' roll quality that lifts him above what any other fashion designer out there is doing right now.
Firstly, can you tell us a bit about your background?
I was born in Lund in the south of Sweden. I have no formal education. I was inspired by my sister, who was a fashion designer. I am married to Marcella, an Italian, from Milan. I have a 3 year old daughter called Blue. We live in Notting Hill in London and I commute to Stockholm during collection time.
How daunting was it to leave the prestigious position of CEO of Diesel USA, one of the world's top clothing brands, to go ahead and launch your own line of clothes? Was it a difficult task?
It was a brave step, particularly to risk status and my big salary! I had made my contribution to the success of Diesel and I just felt like doing my own thing. I usually say: "If Diesel was a rock band, I was the guitarist who left to create my own music".
What drives you to do what you do?
I just want to create a 21st century lifestyle, to do things that I love myself and try to do things that no one has done before. And I want to build the ultimate brand for a conscious and modern consumer.
Do you follow a strict philosophy when it comes to your vision and work?
Yes. I just do things I love to wear myself and hopefully other people like it as well.
What sort of person is the typical J Lindeberg customer?
Anyone who wants to be modern and a 21st century citizen, who wants to drive a modern car, loves Ipods, and who loves to enjoy a modern lifestyle.
You have quite a formidable team behind you, with a wealth of experience between them. This must be extremely important when it comes to your line of work?
Yes. I love to collect people with great potential and to create a natural environment in order to get them to work to their full undiscovered potential. The only way for me to accomplish my complex vision is to surround myself with very skilled people.
Regarding your line of golf clothing, you have been quoted as saying you have a "determined strategy to modernise the golf world".
Where does this outlook stem from?
I seriously think that I can modernize the world by modernizing golf. It is actually our golf-line of clothing which is most rock n' roll in JL. We are challenging the 80s establishment by changing golf. If a decision maker dresses more modernly on the golf course, he will probably start to think more modern.
