The first concept, '21st Century Lifestyle', mixed menswear with golf, and to push the idea Lindeberg turned to PGA-tour player Jesper Parnevik. Acclaim followed fast: Swedish Elle named him Designer of the Year in 1999 and the Guldknappen award for Most Innovative Designer in 2000. By 2002 turnover had reached 219 million kronor across 500 stores, and the brand had been worn by Bono, Brad Pitt and Justin Timberlake.
After a 2007 restructuring brought in Proventus, the company has since 2012 been owned by Bestseller founder Anders Holch Povlsen with partners. Today J.Lindeberg runs over 215 stores worldwide, designing from its Stockholm head office across fashion, golf, ski and active wear.