Designers has a fine line to walk in regards to whom they design. Do they design for themself or for the customer or both. I guess the answer is easy for or brands but it is not so easy if you view it from the buyers perspective. I am so bold to say that as soon the piece hits the store its no longer about the designer. It’s only about the consumer. The Personality Collection theory is based on the following Slow fashion values; reuse, redesign, limited editions, quality fabrics, customizing, craftsmanship, limited editions and target group understanding.

For Europe’s Spring/Summer 2010, J.Lindeberg is exploring the dynamic and vibrant focal point of pristine tailoring and active sportswear.
– Although a true paradox to some, we see the bridging of fashion and function as one of our most important missions, says J.Lindeberg CEO, Stefan Engström. With a tradition in both tailoring and sports, it is quite natural that J.Lindeberg will be the one to launch the new ”Techno Couture” concept.
– Combining lightweight materials with woven/wool structures, blending cotton/wool garments with TechLinings and mesh, lining nylon garments with cotton and introducing waterproof/breathable/3-layer fabrics for dressed garments demonstrates a commitment to refreshed fabric combinations and execution. The mix of technologies and materials translates to a mix of experience for the brand. This collection is brimming with energy, elegance and eccentricity. And, most importantly, is still true to our Scandinavian heritage, says J.Lindeberg Artistic Director, Pierangelo D’Agostin.

The result is a new promise for an active life in style. The detailed “Rance Dressed Nylon Jacket”, the high pocketed “Bar- ret Super Drill Jacket” and super tailored, short length “Nixon Mini Dogtooth Jacket”, with slim “Paulie Mini Cotton Dogtooth Pants” will definitely stand out and do the job, each garment in this collection is tailored to move.