My Linnea Lund : Jules

My Linnea Lund : Jules

By Charlie Tiani

My Linnea Lund : Jules

Each week, we invite a member of the Linnea Lund community to share their perspective on fashion. Together, we talk about their relationship to clothes, their wardrobe and how they like to mix and match our iconic cashmere pieces. And, of course, it's exciting and full of delicacy and love.

This time, it's Jules, founder of the Mïron brand, who is the #MyLinneaLund man of the week!


"The perfume of some makes the happiness of others!" This well-felt catchphrase is signed by Jules, the co-founder of the first second-hand platform for perfumes. In other words, an e-commerce site where you can resell an unused perfume that has been left abandoned in a drawer, to someone else who will be happy to use it! All at a competitive price! It's brilliant! We love the concept because it offers a smart solution to overproduction in the perfume industry. An eco-responsible approach that speaks to us at Linnea Lund because it resonates with our own attachment to reasoned production which goes hand in hand with our slow fashion vision. So here you go, we have been introduced to this concept that launched a little less than two years ago, and which has not finished to fragrant the world yet!

As for Jules, whether for his fragrances or his clothes, he perfectly handles the art of layering and mixing, which inevitably makes his wardrobe unique. We also took a look… The dominant style is rather sportswear but still chic. A look inherited from his parents, like the sheepskin that belonged to her mother, who was also influenced by her daily life wandering between Saint-Tropez and Paris. And then he does not hide his love for our generous knits which allow him to feel like in a cocoon, "like at home outside".

And it is in his apartment on the left bank that Jules welcomes us to tell his story through his wardrobe, a lucky charm and the Linnea Lund pieces he loves.

How would you define your style?
It's a style that I inherited from my mother who is very rock and very elegant, and from my father who is more of a hippie, but that I mainly developed my style while growing up between Saint-Tropez and Paris. So I have a slightly sporty side but also an elegant side in my everyday life.

What is your favorite color from the Linnea Lund palette?
My favorite color at Linnea Lund is khaki. It's a color that I love to wear in winter because I find it quite reassuring. And, even in summer, it highlights the tan, I love it!

How do you wear Linnea Lund cashmere?
I like to wear it layered, a bit like what I do with perfume. It can be a t-shirt, a big sweater and a collar, which I usually wear with an open jacket.

In your eyes, what objects represent Sweden?
To me, it's the little wooden horses, one of which Charlotte gave me when I started out as an entrepreneur, and which is really a lucky charm to me.

Which room in your dressing room/or your apartment is your favorite?
It's a Céline coat that was designed by Phoebe Philo. It is cashmere and wool. It is in oversize mode, and it is a women's coat because at the time there was no men's model, but it fits me like a glove! And then of course, a perfume from Penhaligon.

What item of your wardrobe would you keep if you could only keep one?
A huge Stone Island shearling that belonged to my mother, and is beautiful. I have the impression that this jacket will always give me warmth. I feel like home in it.

If I tell you cashmere, what do you think of?
I'm thinking of something very soft, in which you feel very comfortable, a bit like being on Cloud Nine. In fact, with cashmere, one has the impression of being immediately elegant.

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