Our story
1956
A star is Björn
On June 6, 1956, the only child of Rune and Margareta Borg was born. He was named Björn and would later affectionately be known as the Ice Man.
Björn Borg entered the white conservative tennis court and changed it into a colorful scene. When he first played at Wimbledon in 1973, his ice-cold countenance and flowing blond hair created as much attention as the five consecutive titles he subsequently won between 1976 and 1980.
His blond locks and shy blue eyes made young girls faint, and his impeccable sense of style made him a fashion icon that still stands to this day. Björn Borg was the defining rock star of tennis. Björn showed us that being active and making a difference is far more attractive than playing it safe. It is this attitude that is the core of the Björn Borg brand. That is how we create our fashion and that is how we inspire the people who wear it.
1984
Björn Borg Collection
In the name of the legend, the Björn Borg Collection was founded with Rohdi Heintz as the lead designer. They started off with sports apparel, but with their daring attitude came great ideas; after a few years, the company took a brave step into the underwear world.
1989
Scandinavian Underwear Company
At the time, underwear was not considered much more than a protective piece of garment, and Y-front briefs were the ruling trend among men. Based on the belief that it was time for a change, designer Anders Arnborger went on a search for the perfect boxers.
He developed a bold and brilliant underwear concept. With its 17 pieces, stitched together with flat-lock seams to create the ultimate fit, the Björn Borg Classic Shorts 3201 is the most iconic model to date. Even though they were packaged in smart boxes, no reseller wanted to buy them; the model was too groundbreaking at the time. But giving up is not the Björn Borg style, and our stamina yielded results. The boxers boomed and changed the history of men’s underwear.
1990
Meet the Underwear
Everyone wanted to lay their hands on a fresh pair of Björn Borg underwear, with both men and women screaming for them, louder than we could ever have imagined. Watch the first ever Björn Borg TV commercial:
1992
Hello Ladies
A craze for comfortable quality underwear swept over the country. Many women even bought the Björn Borg briefs for themselves, but surely they too deserved the ultimate fit. The first Björn Borg Underwear Collection for her was launched in the same style as the menswear.
1992-1993
The adventure
The time had come to grow and glow abroad, exporting the Swedish underwear to Denmark, Norway, Australia, the Netherlands, and Belgium, booming with its brilliance.
2000
Fun
Björn Borg enters a more colorful palette, introducing a new line of underwear, called precisely what they are; FUN.
2004
Printed Underwear
The design team in Stockholm got completely free hands to experiment with prints and patterns, creating collections that blew people’s minds and pioneered the way underwear looked, perfectly aligned with the sagging trend of wearing your jeans significantly below the waist, revealing your true color.
2006
Mini Shorts
The fun-colored underwear for him soon teamed up with an equally fun pair for her; the mini short – a sporty style that boomed on the market.
2014
Sports Focus
This year we got back to our roots. The design of our sports apparel was brought back to Stockholm after some good years in Holland, and our journey towards becoming the No. 1 Sports Fashion brand for the Active and Attractive started.
