On the surface, Johan Lindeberg fits the modern-day stereotype of a Viking: tall, rangy, untidy blond locks, a lightly tanned face and piercing eyes. So it's no surprise, then, to learn the fashion designer hails from southern Sweden, where Vikings once reigned supreme and set off to conquer the world in their longboats.
Much like his ancestors, Lindeberg describes himself as a nomad - and has embarked on a global quest of his own. However, he plans to conquer the world in a more peaceful manner. Armed with his signature label J.Lindeberg, with its sleek lines and devil-may-care attitude, Lindeberg has set out to challenge and change our perception of fashion - on the street and the golf course.
That's right: the golf course. Lindeberg has set his sights on reforming the lumpy styles of some of the world's best golfers. So far he has succeeded in changing the dress code of Swedish golfer Jesper Parnevik, who also happens to be his best friend, and Australia's Aaron Baddeley.
It's just a little disconcerting when he describes the J.Lindeberg concept as a 'movement'. Lindeberg says it's because he grew up in the 1960s, in an age when political movements were taking shape in response to the Vietnam war.
It's hard to imagine the tentacles of Vietnam spreading to the south of Sweden, let alone the small town of Lund, where Lindeberg grew up. Not far from Malmo, site of the historic Oresund Bridge linking Sweden to Denmark, is Lund, the country's second-oldest town, with its rustic, cobble-stoned streets which lead to its dominant feature - the university. And there's the link: students, the 60s ... movements - and, no doubt, why Lindeberg wants to break the rules of fashion.
'I was 11 years old in 1968 and the whole climate was very influential,' he says, adding his father was a journalist, which helped shape his ideas. 'It was high consciousness and the music scene was strong. It was very anarchistic.'