A CLASSIC RECREATED; THE TRUE STORY FROM BJÖRN BORG.

A CLASSIC RECREATED; THE TRUE STORY FROM BJÖRN BORG.

In the late 80’s, a group of people embarked on a journey to design the best pair of underwear ever. Hard work and an unseen attention to detail led to a pair of shorts that offered the perfect fit. Men turned religious, sales sky rocketed. It lasted for a decade. Today, the time is right for the Classic Boxer to be enjoyed by a new generation of underwear connoisseurs.

The Björn Borg Classic Boxer model 3201 enjoyed an unparalleled success throughout the better part of the 90’s, but current trends dictated a more colourful fashion and the model was taken out of production. But there was an itch. An itch within the Björn Borg design team to get the true heritage out there again. The True Story. In the name of true craftsmanship, of classic style and of the perfect fit, model 3201 is re-launched, back in shelves in the beginning of October.

The update, named The True Story, still enjoys the ultimate fit from before, but the quality is upgraded to 100% American Pima Cotton; a superior fibre with extra softness and durability. The product comes in a textile book cover box to tell the story of attention to detail.

“When our Classic Boxer was launched, there was nothing similar out there, at least not in the Swedish market; Y front briefs and minis were the ruling trend. We couldn’t even have dreamt of the success that the new boxer actually became. We are very excited to launch this again”, comments James Lee, Head of Design, Björn Borg AB.

The True Story will be found in carefully select premium retail outlets in seven markets (Sweden, Norway, Denmark, Finland, UK, Holland and Belgium) from the end of October, as well as through the Björn Borg web shop at bjornborg.com from October 15, 2015. Recommended retail price: €34.99.

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BTS from Portugal, the team went for five days shooting upcoming Spring/Summer Collection ‘25.

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@toni.hrlb in six SS24 outfits.

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Barry’s x @bjornborg challenge is LIVE! 🔥 Let’s Train To Live with style and purpose!

MARCH 18 - APRIL 30.
8 or 12 classes in 14 days. 

Complete 8 classes to claim a sleeveless t-shirt from the #barrysxbjornborg collection or aim for 12 classes to unlock an additional 15 % discount on future class pack.

Special-priced Train To Live class pack is now available online at Barrys.com and in-studio.

Let’s embrace the challenge!

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Sunday outfit.

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Ready to turn heads while you turn up the intensity? Let’s Train To Live with style and purpose — join the Barry’s x Björn Borg challenge. March 18th to April 30th. 
Complete 8 or 12 classes in 14 days to earn exclusive merch + unlock discount (15%) on future class package. Special-priced 8 or 12 Train To Live class pack is available online or in-studio.
Also, you get 20 % off at bjornborg.com.

Let’s embrace the challenge and live life to the fullest! 

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Heritage.

📷 @ibs_almahmoud 

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Must-haves. Studio oversized set together with Logo Core Thong.

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We’re not talking game-changers - we’re the legends.

With an underwear legacy that screams market domination, quality underwear is kind of our thing. We’ve been on this journey for over a decade, perfecting materials, fit and comfort like it’s an art form - now we’re proud to introduce new flattering designs to match.

#bjornborg #TrainToLive
Tennis in Italy.

📷 @brokenrackets 

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Essentials.

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