A flash of pink once challenged golf's unwritten dress code. Nearly three decades later, that same color remains a symbol of J.LINDEBERG's commitment to individuality, innovation and the evolving relationship between sport and style.
The Swedish premium lifestyle brand celebrated its 30th anniversary with "The Pink Party" at its Beijing Kerry Centre boutique this month, revisiting its signature aesthetic while unveiling its latest anniversary collection and exploring the intersection of fashion, sport and contemporary culture.
Founded in Stockholm in 1996, J.LINDEBERG set out to bring fashion into golf apparel. One of the brand's most defining moments came in 1998, when professional golfer Jesper Parnevik wore J.LINDEBERG's striking pink trousers at The Open Championship. The bold choice captured global attention and helped reshape golf's visual identity.
To commemorate its three-decade journey, the brand launched the 30-Year Anniversary Capsule Collection, inspired by that iconic moment while giving it a contemporary update. Centered on pink, black and white, the collection includes graphic T-shirts, polo shirts, relaxed-fit shorts and the signature pink trousers, reflecting the brand's vision of clothing that transitions effortlessly from the golf course to city streets.
"The fairway is our runway" remains central to the design philosophy of J.LINDEBERG, blending technical performance with clean, modern style.
Ji Yuan, general manager of J.LINDEBERG China, said the brand will continue to strengthen its presence in the Chinese market by expanding its product range and connecting golf culture with broader lifestyle scenarios. He said the anniversary marks a new phase focused on strengthening both men's and women's collections while investing further in technical fabrics and versatile designs suited to multiple settings.
As part of the celebration, J.LINDEBERG collaborated with artist Wang Ji to present The Pink Art, a cross-disciplinary exhibition that transformed the boutique space through contemporary art installations.
The event gathered representatives from the worlds of sport, architecture, art, and business, including Zhang Zhixuan, a China Ladies Professional Golf Association Tour player.
