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Thunderwear with Space Material
Thunderwear with Space Material
The Swedish Steel Producer
association: Jernkontoret came to us with an intimate problem. Their steel
workers use cotton underwear while at work - underneath their protective
clothing the heat could ignite the fabric. No matter the temperature, Björn Borg
thinks all people have a right to feel safe and comfortable down under.
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| Flame proof underwear for men and women
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Initiator of the
project is Umbilical Design, representing Sweden in the European
Space Agency (ESA) Technology Transfer Network, a company that... well, this is
how they describe themselves: “Our core business is design for space and
extreme environments and transfer of space technology to sustainable products
and services that improve society and everyday life.”
That’s what Björn Borg did. They got
help from Umbilical Design to source a Space fabric used by European Space
Agency (ESA), NASA and several other Space Agencies in Astronaut Suits. Today
they have set up a brand new mini production of Thunderwear that can take up to 662
ºF (350 degrees Celcius) of scorching heat. The ladies and gentlemen of the
Swedish steel industry will salute Thunderwear!
“When I heard about
this problem I knew we could do some good. Now we’ve created Thunderwear and I
can’t wait to launch it and see what other kind of intimate problem-solving
Björn Borg can get into!” - Lina Söderqvist; Marketing Director, Björn Borg
We hope the initiative will make steel workers safer and comfortable while also
deconstructing the image of working in extreme industrial settings as something
strictly uncomfortable and rough.
ABOUT BJÖRN BORG: The Group owns
the Björn Borg trademark and its core business is underwear. It also offers
sportswear and fragrances as well as footwear, luggage & bags and eyewear
through licensees. Björn Borg products are sold in around thirty markets, of
which Sweden and the Netherlands are the largest. The Björn Borg Group has
operations at every level from branding to consumer sales in its own Björn Borg
stores. In total, there are 38 Björn Borg stores, of which 17 are operated in
the Group. Total sales of Björn Borg products in 2013 amounted to around SEK 1.5
billion at the consumer level. Group net sales amounted to SEK 499 million in
2013, with 159 employees. The Björn Borg share has been listed on NASDAQ OMX
Nordic in Stockholm since 2007.
Thank you for taking the time to read our fashion industry blog post. We hope that you have found this news to be informative. If you have comments or questions, please add your thoughts in the discussion area below.
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