S.I.KOREA

I believe that the key to a timeless design
that you won't get tired of is to always choose pieces with 'high-quality materials
and meaningful design.'

Q.Please introduce the current role you are performing.: At J.Lindeberg, a brand headquartered in Sweden, I analyze and design the needs of domestic customers and handle the overall process of product planning, design, and production each season in collaboration with related departments.
Q.Could you tell us about the background of starting the J.Lindeberg license business?: Around 2014 to 2017, when SI was operating a small number of J.Lindeberg stores, we consistently received feedback that overseas bought products were difficult to sell to domestic customers because they followed size specifications based on European standards.

As we pondered on how to further grow the brand, a simple idea emerged: why not acquire the license production rights and develop products specifically for domestic consumers? This thought became the starting point for launching the license business.
We began with one style of down jacket, producing a small batch of 50 pieces with the help of a partner. Despite the limited number of stores, we quickly sold out, confirming the potential of the license business.
Over the past 8 years, we have gradually increased the share of licensed products, expanding beyond apparel to include equipment and accessories. Currently, licensed products account for 70% of J.Lindeberg's sales.

I believe the current success of J.Lindeberg is due to the dedication and passion of our partners and the support from SI, which encouraged us to take on challenges despite numerous difficulties and setbacks.
Q.What efforts do you make for teamwork?: Although it takes time, it hasn't been difficult to coordinate and adjust as long as we focus on the common goal of good design, functionality, and coordination. The strong teamwork we’ve built over time by overcoming many challenges and limitations together has also been a great help.

Since we start each season with clear goals and directions, as we narrow down individual designs under the overarching goal, we naturally converge towards a unified outcome. Through free exchange of ideas and brainstorming sessions, we are able to make the best choices naturally. Additionally, since we are a team of experienced professionals, we complement each other's strengths and fill in the gaps through mutual sharing of knowledge and experience.

We frequently discuss the brand. We share thoughts and concerns about the direction J.Lindeberg should take and our current position. Although we have similar years of experience, each of us has unique strengths and diverse experiences. We make decisions by respecting and integrating each other's opinions. Most importantly, all of us have a deep affection and sense of responsibility for the brand, making the process of sharing ideas and developing them together enjoyable.

Q.When did you feel the greatest sense of accomplishment?: When I first joined SI, I was asked a question: 'What kind of designer do you want to be?' My answer was the same then as it is now: I want to be a designer who embodies the brand itself. My design philosophy is to create designs that are deeply integrated into the brand's assets and story.

There are many moments when I feel a sense of accomplishment, such as when the product turns out well or when it sells successfully. But the greatest joy comes from seeing customers wearing J.Lindeberg. Whether it’s on the golf course or in everyday life, encountering people confidently wearing the products I’ve developed makes me feel that the brand’s message has reached the customers. Ultimately, a designer exists for the brand’s customers.
Q.Is there a reason why the J.Lindeberg team is called a 'small island'?: 'J.Lindeberg, once known as a 'small island,' was the pioneer of SI's licensing business. In the early days, the team was composed of a minimal number of members, with each person handling their role so effectively that it was jokingly said they were performing the work of a hundred people. Each partner was the leading expert and took great responsibility in their respective roles. During the early growth phase of the licensing business, there was so much work that we were busy from dawn till dusk, with no time to keep up with news outside the brand. This led to the team being referred to as a 'small island,' isolated from everything else.

This name reflects the fact that everyone, including MDs, sourcing, and sales, was so focused on the brand that their dedication and concentration in their respective fields were exceptionally high. Despite numerous challenges and difficulties, I am proud to say that J.Lindeberg continues to grow, thanks to the cooperation and support of each dedicated partner.

Q.What kind of designer do you want to become at SI in the near future?: A designer who understands J.Lindeberg the best.
Q.Do you have any special efforts you make to get design inspiration?: Saying that a design is good is a subjective opinion, and we can’t be certain until we see the results. However, in sportswear, especially golf wear, there is a clearer goal of comfort and functionality, which makes it appealing to work on specifying these aspects. To create designs and materials that offer excellent mobility, I make sure to stay actively engaged in golf myself. I design with the belief that every cut and seam should balance both design and functionality, maintaining this principle throughout my work.
Q.What does J.Lindeberg mean to Shinsegae International?: A successful case of domestic licensing for an imported brand.

Q.Do your hobbies and job align with each other?: I started playing golf after I began working in golf design. I’ve always enjoyed sports, and tennis was a part of my lifestyle as a hobby.

As a golf designer, I naturally got more involved in golf. I believe that to create designs that meet golfers' needs, it’s essential to play the game myself. Testing the clothes I design while playing allows me to refine them further. Designing for J.Lindeberg, a brand I love, and wearing those designs while playing golf is a huge privilege as a designer. I now enjoy golf as a hobby as well.
Q.Could you explain the appeal and vision of being a ‘golf designer’ to aspiring designers?: During my college years, I had a vague interest in fashion, so even though my main major was in engineering, I decided to double major in clothing and textiles.

As someone who enjoys sports, my dream started with the idea of designing sportswear that I would want to wear myself. While working as a fit model for various brands, I got the opportunity to be involved in design. After starting my career in women’s fashion, I transitioned to golf design through a change in job role.

Golf wear design is particularly appealing because it has a clear target audience and requires incorporating functional elements into the design. The challenge of creating something new within a defined framework while reflecting current trends is what makes it exciting.

I am working with the mindset of maintaining the classic identity of the brand while introducing functional upgrades, to lead the golf brand with unique designs that only J.Lindeberg can offer.