Each week, we invite a member of the Linnea Lund community to share their perspective on fashion. Together, we discuss their relationship with clothing, their wardrobe, and how they enjoy mixing and matching our iconic cashmere pieces. This time, Jules, founder of the brand Mïron, is our featured man for #MyLinneaLund!
Jules and Mïron: The Second-Hand Perfume Concept
"The perfume of some makes the happiness of others!"
Jules, Mïron Co-founder
This clever tagline is coined by Jules, co-founder of Mïron, the first platform for second-hand perfumes. It's an online marketplace where unused perfumes, abandoned in drawers, find new owners who will cherish them – all at competitive prices! We love this concept because it offers a smart solution to overproduction in the perfume industry. It's an eco-responsible approach that resonates deeply with us at Linnea Lund, aligning with our commitment to mindful production and slow fashion.
As for Jules, whether it's perfumes or clothes, he masters the art of layering and mixing, making his wardrobe inevitably unique. His dominant style is sporty yet always chic. It's a look inherited from his parents, his mother, who is very rock and elegant, and his father, who is more hippie and influenced by his life between Saint-Tropez and Paris. And he doesn't hide his love for our generous knits, which make him feel cocooned, "like home but outdoors."
So, it's in his apartment on the Left Bank that Jules welcomes us to share his story through his wardrobe, a lucky charm, and the Linnea Lund pieces he adores.
Q&A with Jules
How would you define your style?
It's a style I inherited from my mother who is very rock and elegant, and my father who is more hippie, but I mainly developed it growing up between Saint-Tropez and Paris. So, I have a slightly sporty but also elegant side in my daily life.
Jules, Mïron Founder
What's your favorite color from the Linnea Lund palette?
My favorite color from Linnea Lund is khaki. It's a color I love wearing in winter because it feels comforting. And even in summer, it complements the tan beautifully, I adore it!
Jules, Mïron Founder
How do you wear Linnea Lund cashmere?
I like to layer it, much like how I approach perfumes. It could be a t-shirt, a chunky sweater, and a scarf, usually paired with an open jacket.
Jules, Mïron Founder
What objects represent Sweden for you?
For me, it's the little wooden horses, one of which Charlotte gifted me when I started as an entrepreneur, and it's truly a good luck charm for me.
Jules, Mïron Founder
What's your favorite piece in your wardrobe or apartment?
It's a Céline coat designed by Phoebe Philo. It's made of cashmere and wool, oversized, and originally a women's coat as there wasn't a men's model at the time, but it fits me perfectly! And of course, a Penhaligon's perfume.
Jules, Mïron Founder
If you could keep only one item from your wardrobe, what would it be?
A huge Stone Island sheepskin coat that belonged to my mother, which is magnificent. I feel like this jacket will always bring me warmth. I feel at home when I wear it.
Jules, Mïron Founder
When I say cashmere, what comes to mind?
I think of something very soft, very comfortable, like being on a little cloud. In fact, with cashmere, you immediately feel elegant.
Jules, Mïron Founder
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