June 24, 2019
By Greg Monteforte, Style Insider, PGATOUR.COM
- Viktor Hovland debuted his new threads from J.Lindeberg at the Travelers Championship. (Rob Carr/Getty Images)
At the Travelers Championship, Viktor Hovland teed it up in his first PGA TOUR event as a professional and in the process debuted his new threads from J.Lindeberg. Prior to the tournament, the 21-year old Norwegian inked a multi-year deal with the Swedish fashion house, creating a Scandinavian brand-athlete partnership for years to come.
J.Lindeberg is known for pushing the boundaries of golf style through a unique combination of fashion-forward looks and high tech fabrics. In the early aughts, J.Lindeberg was at the center of the golf fashion revolution as it brought slimmer fits, bold color-blocked designs, daring argyle and plaid patterns, and large logo belt buckles to the fairways. Young guns like Camilo Villegas possessed the style and swagger to rock the brand’s looks on the course.
With Hovland, the brand taps into the new generation of young, up and coming players. He has an eye-catching resume and the potential to move the needle on the world stage. Hovland was the No. 1 ranked amateur before turning professional and won the 2019 Ben Hogan Award as the best men’s collegiate player. He also captured Low Amateur at this year’s U.S. Open and took home the 2018 U.S. Amateur crown.
“Signing Viktor to a long-term deal is a major step in building our brand in the coming years. Viktor is an amazing talent, with a charm and ease about him that we at J.Lindeberg feel will inspire the younger player segment in the golf fashion business, on and off the course. Our team at J.Lindeberg looks forward to walking alongside Viktor on his journey through golf in the coming years,” said Jonas Andersson, CEO of J.Lindeberg.
Hovland kicked off his professional career in one of J.Lindeberg’s key pieces for summer, the Big Bridge Jacquard Polo. The high-tech polo plays into one of the biggest trends in golf fashion, all-over jacquard patterns. As opposed to patterns that are printed on fabrics, jacquards feature raised patterns that are actually woven into the fabric itself, giving it a more luxurious look.
After making the cut, Viktor turned to the Big Bridge Jacquard Polo in a different colorway for the third round. On Sunday, he added a bit of flair to a monochromatic kit with a sporty side-striped trouser. Throughout the tournament, Hovland’s belt choices brought back visions of J.Lindeberg’s old-school designs as he alternated between the classic Slater and the Iconic Brushed Leather Belt.