With the unveiling of dedicated custom-made collection for the Swedish football team, Vogue Scandinavia sits down with the brand's chief creative officer Neil Lewty on bringing fashion and sports
While the interests of fashion aficionados and footballers rarely intersect, a new collection – made exclusively for Sweden’s football stars for the World Cup – is primed to merge the two communities. And what other brand could be better suited to the task than Swedish fashion label J.Lindeberg, announced as partner to design the team's outfits earlier this year. “We are all about bridging fashion and sports, that’s our expertise,” says Neil Lewty, chief creative officer at J.Lindeberg. “To finally see the players in our clothes is a great honour.”
Renowned for its sleek and durable athleisure, J.Lindeberg’s exclusive collection for Sweden’s most skilled footballers aims to foster unity and a strong team spirit. “It’s ultimately a way of creating an identity and belonging, as well as promoting a professional image,” says Lewty. “It reminds each player that they're part of a team, with a shared purpose and determination.” Case in point: every tailored suit, bespoke to each player, carries a very powerful sentiment that is found in the garment’s lining: “Winning starts within”.
Designed to be worn by the players in-between their championship matches, the collection features an array of unisex spring staples, made with a focus on form, fit and function. “Every detail of the collection is designed to make players feel comfortable, well-dressed and proud,” says Lewty.
Ranging from linen suits and merino-wool polos to basic T-shirts and ties, the collection is rendered in a muted, neutral colour palette, with hues originating from Sweden’s national flag. Lewty explains that the flag’s eye-catching yellow and blue have been toned down, resulting in a soft beige and warm navy blue. “The coaching staff wear the navy, and the players wear the beige – coming together to make a complete package,” he says.
Related: Alexander Isak on staying grounded: "I just try and keep focused on what is under my control"
The World Cup, held in Australia and New Zealand is fast approaching, with the garments set to be worn for the first time when the championships kick off. Until then, we're poring over the the campaign shots of famed football stars Nathalie Björn and Victor Nilsson Lindelöf in their custom get-up.