Danish menswear brand NN07 has appointed Jonas Bach, the ex-general manager of G-Star, as new global commercial director. Danish born Bach will stay in Amsterdam where he lives with his family. He has almost 19 years of international experience from G-Star International where he worked in sales, retail, marketing and general management. For the last three years, he was general manager of G-Star, leading the strategic accounts worldwide. Prior to that he was European sales director and developed sales strategies for the top 350 accounts worldwide.

Here, he shares his private side…

What do you want to change at your new position?

My vision for NN07 is to stay completely true as a company. I want to focus on the special vibe and to make sure we have a lot of fun while doing it.

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

I cannot think of doing any job other than the job I do for NN07.

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

I buy brands that engage, create and iterate. This goes for all brands & channels.

How would you describe your clothing style?

I always buy simple clothes – rich fabrics in simple colors. I love clothes that stand the test of time and become more beautiful the more you wash and wear them.

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

My NN07 Italian made cashmere knit.

What was your first pair of jeans?


What was your worst fashion sin ever?

Too many red listing jeans.

What part of it did you last separate from?

I didn’t.

Which name or product is at the top of your wish list?

Marc Newson Lockheed Lounge.

Who is your favorite designer?

I don’t have one.

What don't you like about the fashion industry?

That it’s not extraordinary in everything it does.

Are you more like…

... Rolex or Apple Watch?


... newspaper or news app?

News app.

... sneakers or high heels/brown shoes?


... New York or Nice?

New York.

… boxers or briefs?


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

Online and brick-and-mortar.

... country house or penthouse?


... clean or destroyed?


... raw or washed?


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