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.' Lindeberg's mission began in 1996, when he quit as chief executive of Diesel USA - the Italian jeans label he is credited with singlehandedly turning into a global force with his 'Successful Living' campaign. Not content with his success at Diesel, Lindeberg wanted to create a label that reflected his 'rock star lifestyle and nomadic principals' - as well as challenge the Italians on price - and hit upon the J.Lindeberg concept, which encompasses three lines: the Black label (progressive tailoring), White label (rock 'n' roll); and Lipstick Red label (modern sports). 'At Diesel, I had a Swedish team [but] I always felt ... why should I build an Italian brand when I could create a Swedish brand? I wanted to challenge the Italians on price. I wanted it more affordable because I think they are stupidly expensive - I don't believe in creating status because of price. 'I have created products which are very new and very modern and I know I can challenge the Italians on design, but make it more affordable, and put some pressure on them.' Lindeberg is passionate about golf, a game he has played for 25 years. With a handicap of nine - although he admits that has probably risen to 15 'because I've not been on a golf course all year' - he appears to take it as a personal affront that the style of golf clothes worn these days is, to put it mildly, terrible. 'Golf fashion is stuck in a 1980s sand trap,' Lindeberg has said. 'I remember how golf was in 1975, it was very cool and had iconic players like Arnold Palmer. I decided to challenge that whole thing,' he says. 'When I started J.Lindeberg in 1997, I thought 'these guys look so terrible'. I started to dress PGA tour golfers. Most people were laughing for five to six years, but all of a sudden, they started taking it seriously.' So seriously, in fact, that the likes of Gucci, Prada, Burberry and Tommy Hillfiger are teeing off with their own golf wear, laying down the gauntlet to the more established labels in the sport. And yes, that now includes J.Lindeberg, as well as Pringle and Hugo Boss. It took them a while, however, to see the light - and it could take even longer for them to catch up. In 2000, Parnevik created a stir when he won the Byron Nelson Classic sporting pink J.Lindeberg golfing pants. But earlier this year, Baddeley was named the 'Best-Dressed Man on the Tour' by Britain's Golf World magazine, while golfers Charles Howell III and Fredrik Jacobson have also joined the J.Lindeberg movement. 'People say Tiger Woods changed golf. I also think I changed golf. I created a new, modern movement and everybody else has followed,' Lindeberg says. While challenging the rules is Lindeberg's catch cry - whether it is taking on the established dress code of golf or beating the Italians at their own game - he admits he may sound too idealistic. 'I want to create a 21st-century brand. I have an advantage in that I don't have any consumer that I have to show respect to. It is definitely very idealistic,' he says. 'I mean fashion is very predictable and boring today. It's very retro, and I hate this girly look from the 50s and 60s. I am more impressed by industry, like cars or the iPod ... new movements. I want [J.Lindeberg] to be a movement. 'I think Apple [Computers], Harry Potter and M&Ms are movements. I think the Beatles were a good movement ... John Lennon.' Aside from a growing golfing fraternity, other J.Lindeberg clients include the likes of U2's Bono, ageing rocker Mick Jagger and actors Brad Pitt, Jennifer Aniston and Angelina Jolie. With stores already in New York, Stockholm, Los Angeles, Tokyo and Kyoto, the J.Lindeberg 'movement' has arrived in Hong Kong, opening last week in The Landmark, Central. There are plans to open on the mainland, but for now, Lindeberg hopes Hong Kong will embrace his 'lifestyle'. 'Now that I have created a brand ... I want to create one of the best brands in the world - and a lifestyle that is very impressive for people. It is a very big ego kick, but at the same time it is a privilege.'
