Johan Lindeberg founded the J.Lindeberg brand in 1996. He had been the marketing director of Diesel and decided that he wanted to create something of his own. Whilst traveling through Europe on his motorcycle he visualized a fashion brand that reflected his personal and creative values as much as his own identity. A brand that he would love to wear himself, a brand he couldn't find anywhere else. Head designer, Jessy Heueve, says "I'm inspired by the rough, arctic landscape and by garments that have evolved from a specific need - for utility and function in combination with the latest technical innovations - updating, developing and transforming them for the modern and active man"