J. Lindeberg, the Swedish designer brand, is busy putting the final touches on a new alpine skiwear collection for the 2009 Winter season. Items in the collection will be made available in selective 75 high-end outlets based in cities across Europe and in the USA – 10 of which are Swedish.
Proventus and Stefan Engström, the new owners of J. Lindeberg, are re-orienting the brand’s production exclusively onto the premium fashion segment, with collections for high-end sports such as golf and ski. Engstrom was a co-founder of Peak Performance, which developed both of these segments from the start.
Fredrik Dahl, former designer at Peak Performance and The North Face, has been taken on board to develop the alpine skiwear collection, which he describes as sober and functional. Dahl wants to capitalize on the brand’s quality handicraft production, and has chosen to work with textiles such as Gore-Tex, Primaloft and Pertex. The brand expects to expand onto other high-end sport markets such as tennis and sailing over the next few years.
Meanwhile J. Lindeberg has opened its first Swedish store in Stockholm’s exclusive Biblioteksgatan, selling its golf clothing as well as made-to-measure menswear on a surface of 200 square meters. It’s a new concept that is supposed to be generalized throughout the network of J. Lindeberg stores around the world.
Some of them already carry Lindeberg’s new line of golf bags, which is made by Ogio and is basically sold out. They are also going to offer Lindeberg’s new line of golf clubs, which is made by Vega of Japan and is due to come out by next March. Lindeberg already has stores in Copenhagen, New York City, Los Angeles, Hong Kong and Tokyo.
