The Swedish fashion company J.Lindeberg wanted to add a perfume to their brand. A perfume with rebellious sophistication for people who want to change the world.
I met the founder Johan Lindeberg in Gothenburg 1996, where we talked about the success with Diesel but also the new start with J.Lindeberg. He has been an inspiration ever since, and so he was for this case. The name was inspired by the city of dreams, where Johan has lived for many years. New York is a perfume for urban people with integrity and a strong belief in their creative ability. The logo is influenced by the street signs of New York and the yellow cab color is a trademark in the gray concrete jungle.