Ok, full story: Johan Lindeberg started by designing clothes for Diesel. A couple of years ago, he quit and started his own brand, J. Lindeberg. In Sweden, it is fashion to look rich. About four years ago, it became very popular among rich brats to wear J Lindeberg belts. And then came the sweaters (that I have a picture of in my photo gallery). After a while, people got tired of looking the exact same, so everyone started dissin on JL. Around that time, all the jallas in the suburbs started wanting to look like they lived in the rich neighborhood, so they all bought entire sets of J Lindeberg clothes. Today, the brand is considered a cliche, a bit gay, and it is considered to be a "turkbrand". That's because the jallas are generally referred to as turks, because most of them are.
Every single swedish freeskier who isnt a total prowhore thinks that Jon is a sellout gay. Oh, I forgot: Jon grew up in Åre. All the brats from Stockholm go to Åre for skiing vacations, but all they do is drink and party. Anyways, my guess is that Jon, like almost everyone else who doesnt live in Stockholm, grew up seeing the brats and wishing he was one of them. Now he finally can be with all his money, and he thinks J Lindeberg is a cool brat brand. There are even rumors of him dropping Oakley goggles to wear Dior goggles. And the brats generally listen to techno/trance on their parties, and guess what Jon boosted on JOI? So there you have it. Jon is a gay, wannabe brat. Apart from that, he is a WICKED good skier, and I got mad respect for him for that.
Snus - a Brownish, Swedish nicotine mixture placed under the upper lip. Big with athletes, construction workers and Swedes in general.