New Underwear collection celebrates the golden days of the French Riviera

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.

Bjorn Borg underwear includes underwear, socks, swimwear and the new loungewear concept.
The concept is built around high quality everyday underwear focusing on stylish, comfortable, sporty and playful garments. The swimwear collection offers both sporty as well as basic styles The loungewear garments characterized by simplicity are designed for relaxation at home. The summer collection also includes beachwear.

Presentation of Underwear collection for Spring/Summer 2008
For Spring/Summer 2008, the design is inspired by the big spenders and chance takers of the golden days at the French Riviera and Miami Beach. Some of the influences come from the 50’s seaside, graphics in checks, stripes, mini patterns and florals. Having a good time and taking care of yourself are the key words.

The women’s colour card is based on Miami pastels that escalate into darker shades and tones.
Powdery pastels are joined by a sunny yellow and orange touch.

The men’s range is based on a classic colour scheme such as navy, red and dark green, which together accent different colours and shades.

Tags & categories

Filip in our latest AW23 Borg Collection.

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Perfected since 1989.

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Saturday morning. A perfect time to do the things you love the most, a perfect time to take care of your body, soul and mind.

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Time to enjoy the weekend. Happy Friday.

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Esther wearing Seamless Set in color Balsam Green.

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Behind the scenes from one of the locations during our AW23 photo shoot.

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Monte Carlo Country Club.

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The Movement Capsule by Alice Stenlöf & Björn Borg