Jeff Green
Clothes for Every Occasion
Jeff Green is making a fresh start: as a modern active ready-to-wear brand that blends subtle performance with an urban fashion sensibility.
To chart this course toward the future, founder Maurice Wong has brought Leoon & The CC Agency on board.
Why do we even need a new activewear brand today?
Martina Schmidl, Founder of Leoon: A new generation of consumers is completely redefining luxury, performance, and value. People are still willing to spend money on clothing, but they expect real substance behind it. Between high-end luxury brands like Moncler and the mountaineering ethos of classic performance brands, we see an exciting niche for Jeff Green. We didn’t want to develop an outdoor brand that just looks like outdoor gear, but rather active ready-to-wear with technical expertise, an urban mindset, and genuine fashion appeal.
What exactly do you mean by "Active Ready-to-Wear"?
Johannes Hochgreve, Head of Design at Jeff Green: For us, it’s all about function without the outdated, over-the-top tech flair. Performance should be noticeable, but not intrusively flashy. For a long time, many brands have communicated functionality through as many visible gimmicks as possible. Today, we take a more minimalist and elegant approach. Jeff Green combines technical materials, comfort, and mobility with a clear design ethos. The pieces function seamlessly before, during, and after sports—whether in everyday life, while traveling, or at the office. This is precisely the hybrid lifestyle we wanted to capture.
How do you plan to build the brand strategically?
Martina Schmidl: Today, wholesale, community, and direct-to-consumer must be considered as a holistic whole. High-quality specialty retailers play a central role in this, because brands need to be experienced firsthand. That is precisely where we see the great opportunity in multi-brand retail. Our goal is a long-term top-down strategy with a clear premium positioning, but at a price point that remains relevant to a new generation of consumers. That is why Jeff Green will be built up over the long term not only through products, but also strongly through community, events, and collaborative formats.
