Since Jens Werner took over as Creative Director of J.Lindeberg in 2017, he has not just explored the established brand’s existing archive – he’s also created his own.

After stints at Adidas and Tory Burch, he submerged himself into the 23-year history of the company founded by Johan Lindeberg. Instead of letting this consume him, he is offering his own interpretation to make a lasting impact.

This is the genesis behind his ‘future.archive’ concept, where, for the past four seasons, the German designer has outlined his vision for a more modern version of the brand that seamlessly blends sportswear with luxury fashion. Each chapter in the five-part series centers around a different theme – from ski wear to outer space – and offers a glimpse of the legacy Werner hopes to leave behind for brand fanatics.

Here, the designer offers his view on the origin of his ‘future.archive’ series, and the future of the J.Lindeberg.

What first attracted you to the fashion industry?

Creativity. I grew up in a small town and everyone was basically wearing the same clothes. At 18, I had been skateboarding for almost 10 years and always liked the DIY style in skate culture, and American workwear brands that became huge in Europe in the 1990s but were still hard to get around where I grew up. After graduating high school, I decided to learn how to make my own clothes. Beyond some DIY screen print T-shirts, I started taking my favorite shorts apart to learn about patterns and constructions, how to change them in little ways, and how to sew. I also started making dresses for friends, playing with draping and deconstruction. It was all self-taught, experimenting in my parents’ basement.

How would you describe the J.Lindeberg brand aesthetic?

The brand has always had its roots in Scandinavia, but compared to other Swedish brands, J.Lindeberg is more of a maximal than minimal brand, although still with a Scandinavian aesthetic. It has been recognizable with a strong logo asset – the bridge logo – since day one. It’s a more branded, bolder aesthetic, progressive and innovative – and a blend of sports and fashion. It is sharp and slick, but sporty and comfortable. Traditional and futuristic. And – from day one – colorful, outside the typical Scandinavian palette.

For the past four seasons, the collections have been driven by your ‘future.archive’ concept. Can you describe how this idea developed?

The concept is about blending sports and fashion, tradition and tech, classic and innovation, and ultimately – archival items and futuristic elements. The brand has a 23-year history, so it has been through many concepts, distribution channels, and different stages during its past two decades. As part of my task of clarifying a more cohesive future direction in my new role, I also felt a need for explaining the brands heritage, and its vast archive ranging from iconic golf polos, technical pants, and ski clothes, to sharp tailored suits and coats, denims, shirts, sweaters, and highly functional outerwear. At the same time, I wanted to start creating items for the future — my vision of new iconic garments that will serve as an archive in the next few decades.

What does this most recent chapter of the story, ‘sub.culture’ represent?

The Spring-Summer 2020 theme ‘sub.culture’ is inspired by the cultural movement of the 1960s ‘Modernist.’ After explaining the brand’s heritage in prior three seasons, it was important to me to tease the final chapter, which will be coming in January 2020. It’s now about setting and substituting culture and the identity of the brand. After clashing concepts and raising awareness of the full product portfolio of the brand, Chapter 4/5 is about the result of the last three seasons’ progress.

My intention is and was to change and adapt the brand to a new direction –forward thinking, challenging, progressive and confident, and towards something “different.” I got inspired by the ‘mods’ from the 1960s, since it’s one of or the most iconic cultural movement in men’s fashion that inspires and influences the dress code for decades. I felt like this movement is so relevant for today – especially when it comes to streetwear and a wardrobe that will become more suited, sharp and intellectual — but in a modern and new way, a different and more relaxed silhouette. It’s a new generation’s interpretation of what’s sharp and still comfortable.

The brand is renowned its blend of sportswear and luxury fashion. How do you balance the two?

Credibility. Most crucial in all the products we make is the authenticity. We develop ski and golf products that are made for a lifestyle and professional athletes, never compromising functionality and quality. At the same time, we are known for our fashion, a strong history and experience in tailoring, jeans, and outerwear. The key is to use both, sport and fashion, and the strength of each to inform the other.

What are some other exciting brand projects you are working on? Any upcoming projects you can share?

I’m currently working on the final chapter of the future archive series, for Fall-Winter 2020.

We’ve also worked on a big alignment of J.Lindeberg across the globe, established our new store concept in many of our retail spaces, and brought the new concept to some of our biggest stores in China. This is an ongoing project and the ambition to switch to the new concept in all our retail and shop-in-shop locations.