Riyadh’s ascent as a global fashion capital took another confident step forward this week. HH Princess Noura bint Faisal Al Saud was appointed Chief Executive Officer of JAY3LLE, the luxury sportswear house founded by Johan and Blue Lindeberg. As JAY3LLE establishes its new home in Riyadh, it also sets forth a resonant promise: ‘Redefining luxury with a fusion of innovation and tradition, shaping the future from Riyadh.’ The announcement coincides with the brand’s relocation of its global headquarters from Europe to Riyadh. This move mirrors the Kingdom’s broader creative momentum under Vision 2030.
Johan and Blue Lindeberg
For Princess Noura, the role represents a natural continuation of her work shaping Saudi Arabia’s fashion ecosystem. As the architect behind the National Fashion Strategy and founder of House of Culture, she has long championed a creative economy rooted in authenticity and global relevance. “Entrepreneurship has always been part of my journey,” she said. “With JAY3LLE, that commitment now carries a clear growth strategy that extends beyond fashion into lifestyle, community, and new frontiers such as our desert resort and golf concept. In full alignment with Vision 2030, JAY3LLE is shaping progressive luxury from Riyadh with the ambition to reach global audiences while nurturing a creative community that empowers the next generation.”
That next generation is central to JAY3LLE’s identity. The label reimagines sports fashion through a cultural lens, combining the refinement of golf with the fluid aesthetics of resort living. With Golf Saudi among its investors, JAY3LLE sits at the intersection of design, sport, and national pride. Its relocation to Riyadh positions the city as both muse and marketplace. Remarkably, the global athleisure market has been experiencing significant growth, projected to reach $517 billion by 2025, illustrating the commercial appeal of fusing sport and style. Riyadh is now a hub where creativity, commerce, and community converge.
Co-founder Johan Lindeberg is known for launching Diesel, J.Lindeberg, and BLK DNM. He described the collaboration as “a journey that connects generations and communities under the banner of creativity.” Together with Blue Lindeberg’s youthful sensibility, the leadership trio embodies the synergy of experience and experimentation. This now defines Saudi design.
In Riyadh, the arrival of JAY3LLE unfolds quietly, less as a corporate milestone and more as a sign of Saudi style stepping onto the world stage. Once, the Kingdom looked outward for inspiration. Now, it finds itself shaping the conversation, with its designers and voices setting a new rhythm for the industry beyond its borders.
