New Menswear diffusion line from Bjorn Borg

Naturally, the concept starts off with Bjorn Borg’s extensive tennis career. On the court, Borg was strong, fast and unforgiving, and overnight he became more popular than many celebrities of his time. His great victories are fundamental to the brand, but most of his fans did not only care about the sport but about Bjorn Borg himself. Borg’s irresistible looks with his long blond hair, athletic body and typical Scandinavian shyness turned him into an essential style icon during the 70’s and 80’s.

The collection for Spring/Summer 2008 is all about being fascinated by sports A certain sport, an evident sport, a classic sport, a sport with top of mind colours. Inspired by our legacy, we have chosen to celebrate and create new perspectives on sports. Keeping an eye on 1978-82 New York. A young Dustin Hoffman breathing and thinking in the Marathon man. Behaviours and disciplines meeting boarding school atmosphere, prominent sport geeks using low tech sports.

“The collection is about fresh sport fashion. We find new angles and expression in the legacy of Bjorn Borg on court 1978 -1982”, says Peter Simonsson, Creative Director at Bjorn Borg AB.
A selection of wearable and washable windbreakers, parkas, shirts and twill ties that go well together with WCT tennis shorts. The collection includes everything sporty between crotch patch pants to suit jackets, shedding light on classic melange and colour blockings. That is our definition of good looking sport.

For more information and high resoluted pictures, please contact:
Rocky Brennicke, PR- & Event Manager, Bjorn Borg AB
Phone: +46 8 506 337 00
Cellphone: +46 709 20 20 80

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