When Swedish fashion powerhouse J.Lindeberg makes moves, the industry takes notice. CEO Hans Christian Meyer and Chief Creative Officer Neil Lewty are at the helm of an ambitious international expansion, highlighted by their upcoming flagship store opening in Seoul, South Korea, and an extremely exciting womenswear collection launching in 2025.
Meyer, whose family heritage is rooted deeply in the fabric of fashion—his grandfather ran a tailoring factory in Denmark—has the industry woven into his very DNA. “I’ve been breathing the fashion industry from a sales and leadership perspective,” Meyer explained, recalling childhood memories of fashion fairs that shaped his career from its inception.
Lewty’s journey, by contrast, began through the creative lens of fine arts. “I studied fashion at Edinburgh College of Art and later at the Royal College of Art in London,” Lewty shared. His creative talents quickly transformed from canvas to clothing, leading him across Europe, working with top brands and eventually landing him in Sweden with J.Lindeberg.
Seoul: A Visionary Retail Experience
With their groundbreaking flagship store in Seoul opening in spring 2025, J.Lindeberg is setting the benchmark for retail innovation. Occupying five meticulously designed floors in Seoul’s vibrant Gangnam district, this 900-square-metre retail space embodies the brand’s ethos of blending sport and fashion with lifestyle and community.
“It’s been a major project, incredibly exciting,” Meyer enthused. “Our local partner Shinsegae, a subsidiary of Samsung, has been instrumental. CEO William Kim, formerly of AllSaints and Burberry, has an extraordinary vision.”
The Seoul flagship is a stunning feat of design. Featuring customisable shopping experiences, VIP private floors, and even a cutting-edge golf simulator, it’s crafted not only for shopping but for engagement and experience.
“It’s about building community,” Lewty emphasised. “Running clubs, golf trips, ski excursions—all from one location.” The store’s interior design, a collaboration with local Korean firm Showmaker, seamlessly integrates Scandinavian aesthetics with Korean flair.
Women’s Wear: Completing the Lifestyle Vision
2025 marks another significant milestone for J.Lindeberg with their expanded womenswear collection. Originally rooted in the golf segment, the brand recognised an appetite beyond the fairways.
“Our women’s collection was already strong within golf,” Lewty explained. “But by adding a few key lifestyle pieces, we’ve created a fully-rounded collection. It allows us to tell a comprehensive story, balancing on-course and off-course fashion.”
Meyer reinforced the broader strategy: “It’s about inclusivity and accessibility—creating garments that resonate with a diverse range of women worldwide.”
Sustainability: Technology Meets Transparency
Sustainability is integral to J.Lindeberg’s future. Recently, responsibility for sustainability was handed to their Chief Technology Officer—a strategic move underscoring the intersection between digital innovation and sustainable practices.
“We’re preparing for the EU’s digital product passport,” Meyer said, detailing ambitious plans to provide transparency on every garment’s lifecycle. “Longevity is key. Well-made, durable products are inherently sustainable.” Lewty added, “The industry is changing. Our goal is to create pieces that last and can re-enter the supply chain, reducing overall waste.”
Beyond Fashion: Golf and Personal Passions
Both executives share a personal passion for golf, though they modestly admit their games could use improvement. Meyer humorously revealed, “I play about five rounds a year and my handicap is around 21.” His most memorable round? “Crans-Montana in Switzerland, playing alongside Matt Wallace—unforgettable views and great company.”
Lewty, similarly self-effacing, joked, “I play badly, but I do enjoy courses around London and Surrey, most notably Wentworth being one of his top choices. The UK’s leisure culture around golf is fantastic.”
The Road Ahead
The Seoul opening and women’s wear launch signify more than just business expansions—they embody J.Lindeberg’s core identity: fashion fused seamlessly with sport and lifestyle. Meyer encapsulated their future succinctly: “Our commitment is delivering on our brand promise by bridging fashion and sport, staying true to our DNA, and continuously evolving.”
As J.Lindeberg pushes the boundaries of traditional retail and apparel, one thing is certain—the fashion world will be watching closely.
