Jens Werner is the new creative director at J.Lindeberg. With this new position, the brand wants to take a fresh direction and unite design and creation under one person. Werner was previously design director there and has now assumed full creative responsibility for the brand.

Here, he shares his private side…

What do you want to change at your new position?

I hope to do cool product with a clear direction that people want to wear. With so many angles to it­ from fashion and ski to golf and active–it’s easy for J.Lindeberg to feel like several very different brands in one. My ambition is to change that.

If not your current job, what would you do in another life?


Where do you prefer to buy–apart from the brand?

Raf Simons. Dover Street Market. Vintage.

How would you describe your clothing style?

I wear pants, sweaters and sneakers. Some are simple, others more... extreme, but the feeling is always easy.  I don’t “style” myself much, but I think I buy in “pieces.” I shop as a designer, I inspect details before I consider to try something and the shape has to be perfect. I buy something only if I really love it and then I just wear it repeatedly.

Quite spontaneously: What is the favorite item of clothing that you own?

Lately it’s this pair of black pleated pants. They are super long, oversized, high-waisted…

What was your first pair of jeans?

Levis 505s.

What was your worst fashion sin ever?

I am self-taught in design, so I’ve tried my share of silly things, fun experiments. But I don’t really regret any of it. 

Who is your favorite designer?

Raf Simons. Yohji Yamamoto. Rei Kawakubo.

What don't you like about the fashion industry?

That we have to invent new favorites every six months is a challenging pace for creative progress.

Are you more like…

... Rolex or Apple Watch? 

No watch!

... newspaper or news app?


... sneakers or high heels/brown shoes?

Always sneakers!

... New York or Nice? 

New York.

… boxers or briefs?


... online shop or brick-and-mortar?


... country house or penthouse?

Country house.

... clean or destroyed?


... raw or washed?


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