Björn Borg First Person Lover

Yesterday, on the 28th of January 2015, Björn Borg launched its spring summer 2015 collection through a game named First Person Lover; taking the collection inspiration of fictitious worlds to a whole new level. Through the game, players can wear key looks from the collection, and even purchase the clothes they wear.

They have taken the aesthetics from the First Person Shooter games and turned it upside down. They  want to offer gamers and shoppers a whole new experience at the same time as they  continue their mission to take an active stand for more love in the world, comments Lina Söderqvist, Marketing Director, Björn Borg AB.


In First Person Lover, evil and hatred is taking over a place in the world. You mission as a Love Agent is to fight the forces of evil with the power of love. Equipped with a love glove, you master your enemies with e.g. a hologram kiss blower, a flower petal thrower or rainbow caster made from pink gold, white leather and acrylic glass for the ultimate style experience.  


The Spring Summer collection is inspired by fictional worlds like mesmerizing mythical islands, lost worlds and visionary computer games. The collection was first presented at Fashion Week Stockholm last August. 




Fashion Show Video Published on Aug 28, 2014

In impressive caves on an island in Stockholm, Björn Borg, in collaboration with Creative Show Director Bea Åkerlund, treated the Fashion Week audience to an extravagant game-inspired runway show. Celebrating individuality, love and fashion in a digital era, the show served as a teaser for the Björn Borg ”First Person Lover” computer game, releasing worldwide in January 2015 together with the brand’s SS15 collection.  More information about the collection can be found at the bottom of this page.


It has been extraordinarily fun to see the collection come to life in 3D and having avatars wearing it. The game has taken my vision of fictional worlds to a whole new level. I might be the first designer ever that has his collection bought through a game, says James Lee, Head Designer, Björn Borg.

The First Person Lover Game is free of charge and can be played with Mac or PC at firstpersonlover.com

Game Specs:

• Single player First Person Lover Game
• Web based game for PC and Mac found at firstpersonlover.com
• 30 minutes+ of game play in three levels
• Lets players shop Björn Borg clothing in an in-game shopping mall
• Co-developed with gaming star Christopher “GeT_RiGhT” Alesund
• Game characters are inspired by strong, individual and fashionable models
• Game world inspired by Sao Paolo, Brazil
• All weapons are fictional and co-created by Garbergs/Isbit Games and Björn Borg
• Graphic artist Christopher Brändström has recreated the Björn Borg Spring Summer 2015 collection in 3D.
• Developed by Isbit Games.
• Co-developer: e-sport player Christopher “GeT_RiGhT” Alesund, 

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, 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.

Learn more about fashion games here on Apparel Search.

More about the SS15 collection:

Björn Borg SS15 draws its inspiration from fictional worlds. Mesmerizing mythical islands, lost worlds and visionary computer games. A mainly monochrome collection where sport and fashion are intertwined.

The key prints in the collection are inspired by water, coral structures and ancient temples. These prints are found throughout all product groups. The key material trend for this season is mesh. This runs through inserts, paneling and details across apparel, underwear, bags, footwear and eyewear.

Styling takes its inspiration from scuba wetsuits through using chunky zips, neoprene, thicker seams and mixing together bright colours with black. Important colours in the SS15 collection are black & white and combining these with soft shades of grey, pink, orange and mint.

The Björn Borg SS15 collections of underwear, apparel, footwear and bags will be available at select retailers and Björn Borg concept stores as of January 2015.

Thank you for taking the time to read our fashion brand 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.

Björn Borg Vintage Style Sportswear Collection

Next Autumn, the biographic film BORG is released, a Swedish production about the tennis icon Björn Borg. All sports clothing in the film are developed by the namesake sports fashion brand, once founded by the legend himself. In relation to the film premiere, Björn Borg launches a limited edition collection in an updated vintage style inspired by the film. The name of the collection: Signature. 

BORG is a film about how legends were shaped from rivalry, friendship and glamour at a time when everything was possible. It is the story of the revolutionary breakthrough of a Swedish icon, portraying the years when Björn Borg made his journey from a Swedish small town to the international elite, about the fiercest fight of his career, playing against the American super talent John McEnroe at Wimbledon in 1980, and how their rivalry came to engage a whole world.

“We are very proud to collaborate with this production. Our Signature Collection honours these two rivals, their passion, their amazing winner instincts and their natural star quality. Signature is a vintage inspired contemporary street style collection in bold classic colours and a unique graphic statement – the real signature of Björn Borg” said Jonas Lindberg Nyvang, Marketing Director, Björn Borg AB.  

“To collaborate with Björn Borg, while making a film about Björn Borg – well, it couldn’t be more natural! It has been a true pleasure for the film to collaborate with their talanted team to recreate the sports clothing from this iconic era” said Fredrik Wikström Nicastro, who produces BORG together with Jon Nohrstedt for SF Studios.

The Signature Collection will be presented next Autumn and launched in store during the month of September 2017, at the time of the film premiere. 

ABOUT BJÖRN BORG: The Group owns the Björn Borg trademark and its core business is underwear and sportswear. It also offers footwear, bags and eyewear through licensees. Björn Borg products are sold in around twenty 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. Total sales of Björn Borg products in 2015 amounted to about SEK 1.4 billion, excluding VAT, at the consumer level. Group net sales amounted to SEK approximately 574 million in 2015, with an average of 132 employees. The Björn Borg share has been listed on NASDAQ Stockholm since 2007.

Thank you for taking the time to read our vintage sportswear fashion 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.

Björn Borg Vintage Style Sportswear Collection

Next Autumn, the biographic film BORG is released, a Swedish production about the tennis icon Björn Borg. All sports clothing in the film are developed by the namesake sports fashion brand, once founded by the legend himself. In relation to the film premiere, Björn Borg launches a limited edition collection in an updated vintage style inspired by the film. The name of the collection: Signature. 

BORG is a film about how legends were shaped from rivalry, friendship and glamour at a time when everything was possible. It is the story of the revolutionary breakthrough of a Swedish icon, portraying the years when Björn Borg made his journey from a Swedish small town to the international elite, about the fiercest fight of his career, playing against the American super talent John McEnroe at Wimbledon in 1980, and how their rivalry came to engage a whole world.

“We are very proud to collaborate with this production. Our Signature Collection honours these two rivals, their passion, their amazing winner instincts and their natural star quality. Signature is a vintage inspired contemporary street style collection in bold classic colours and a unique graphic statement – the real signature of Björn Borg” said Jonas Lindberg Nyvang, Marketing Director, Björn Borg AB.  

“To collaborate with Björn Borg, while making a film about Björn Borg – well, it couldn’t be more natural! It has been a true pleasure for the film to collaborate with their talanted team to recreate the sports clothing from this iconic era” said Fredrik Wikström Nicastro, who produces BORG together with Jon Nohrstedt for SF Studios.

The Signature Collection will be presented next Autumn and launched in store during the month of September 2017, at the time of the film premiere. 

ABOUT BJÖRN BORG: The Group owns the Björn Borg trademark and its core business is underwear and sportswear. It also offers footwear, bags and eyewear through licensees. Björn Borg products are sold in around twenty 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. Total sales of Björn Borg products in 2015 amounted to about SEK 1.4 billion, excluding VAT, at the consumer level. Group net sales amounted to SEK approximately 574 million in 2015, with an average of 132 employees. The Björn Borg share has been listed on NASDAQ Stockholm since 2007.

Thank you for taking the time to read our vintage sportswear fashion 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.

Björn Borg Vintage Style Sportswear Collection

Next Autumn, the biographic film BORG is released, a Swedish production about the tennis icon Björn Borg. All sports clothing in the film are developed by the namesake sports fashion brand, once founded by the legend himself. In relation to the film premiere, Björn Borg launches a limited edition collection in an updated vintage style inspired by the film. The name of the collection: Signature. 

BORG is a film about how legends were shaped from rivalry, friendship and glamour at a time when everything was possible. It is the story of the revolutionary breakthrough of a Swedish icon, portraying the years when Björn Borg made his journey from a Swedish small town to the international elite, about the fiercest fight of his career, playing against the American super talent John McEnroe at Wimbledon in 1980, and how their rivalry came to engage a whole world.

“We are very proud to collaborate with this production. Our Signature Collection honours these two rivals, their passion, their amazing winner instincts and their natural star quality. Signature is a vintage inspired contemporary street style collection in bold classic colours and a unique graphic statement – the real signature of Björn Borg” said Jonas Lindberg Nyvang, Marketing Director, Björn Borg AB.  

“To collaborate with Björn Borg, while making a film about Björn Borg – well, it couldn’t be more natural! It has been a true pleasure for the film to collaborate with their talanted team to recreate the sports clothing from this iconic era” said Fredrik Wikström Nicastro, who produces BORG together with Jon Nohrstedt for SF Studios.

The Signature Collection will be presented next Autumn and launched in store during the month of September 2017, at the time of the film premiere. 

ABOUT BJÖRN BORG: The Group owns the Björn Borg trademark and its core business is underwear and sportswear. It also offers footwear, bags and eyewear through licensees. Björn Borg products are sold in around twenty 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. Total sales of Björn Borg products in 2015 amounted to about SEK 1.4 billion, excluding VAT, at the consumer level. Group net sales amounted to SEK approximately 574 million in 2015, with an average of 132 employees. The Björn Borg share has been listed on NASDAQ Stockholm since 2007.

Thank you for taking the time to read our vintage sportswear fashion 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.

Björn Borg Vintage Style Sportswear Collection

Next Autumn, the biographic film BORG is released, a Swedish production about the tennis icon Björn Borg. All sports clothing in the film are developed by the namesake sports fashion brand, once founded by the legend himself. In relation to the film premiere, Björn Borg launches a limited edition collection in an updated vintage style inspired by the film. The name of the collection: Signature. 

BORG is a film about how legends were shaped from rivalry, friendship and glamour at a time when everything was possible. It is the story of the revolutionary breakthrough of a Swedish icon, portraying the years when Björn Borg made his journey from a Swedish small town to the international elite, about the fiercest fight of his career, playing against the American super talent John McEnroe at Wimbledon in 1980, and how their rivalry came to engage a whole world.

“We are very proud to collaborate with this production. Our Signature Collection honours these two rivals, their passion, their amazing winner instincts and their natural star quality. Signature is a vintage inspired contemporary street style collection in bold classic colours and a unique graphic statement – the real signature of Björn Borg” said Jonas Lindberg Nyvang, Marketing Director, Björn Borg AB.  

“To collaborate with Björn Borg, while making a film about Björn Borg – well, it couldn’t be more natural! It has been a true pleasure for the film to collaborate with their talanted team to recreate the sports clothing from this iconic era” said Fredrik Wikström Nicastro, who produces BORG together with Jon Nohrstedt for SF Studios.

The Signature Collection will be presented next Autumn and launched in store during the month of September 2017, at the time of the film premiere. 

ABOUT BJÖRN BORG: The Group owns the Björn Borg trademark and its core business is underwear and sportswear. It also offers footwear, bags and eyewear through licensees. Björn Borg products are sold in around twenty 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. Total sales of Björn Borg products in 2015 amounted to about SEK 1.4 billion, excluding VAT, at the consumer level. Group net sales amounted to SEK approximately 574 million in 2015, with an average of 132 employees. The Björn Borg share has been listed on NASDAQ Stockholm since 2007.

Thank you for taking the time to read our vintage sportswear fashion 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.

Fashion Tribute to Mars

Does clothing exist on Mars?  Maybe not yet, but it certainly will in the future.

Swedish sports fashion brand Björn Borg's upcoming Spring/Summer 2016 (SS16) show at Fashion Week in Stockholm will be a tribute to Mars One’s groundbreaking human mission to Mars. A Mars-inspired show scenery will treat the audience to an out of this world experience, with Mars One founder and candidates on front row, that is already now creating a faster than light viral spread. 

“We are very excited and happy about Björn Borg’s tribute to Mars One! Björn Borg will inspire its audience to get excited about human space exploration and encourage them to learn more about current and future developments in this field." says Bas Lansdorp, CEO and co-founder of Mars One. 

For the sports fashion brand Björn Borg, the concept of Training for Mars is the ultimate challenge and a brave vision that will serve as an inspiration for many in their everyday training. The tribute catwalk show will explore this concept in tribute to the Mars One candidates, four of which will honour the show with their presence front row together with Mars One founder Bas Lansdorp. These candidates are four of one hundred that have the opportunity to be selected as one of the twenty-four people who will be trained the next ten years for the human settlement on Mars.  

“Our show is a tribute to the courage, the vision and the belief in the future that Mars One represents. They are daring to push boundaries and take on the ultimate challenge to drive innovation and evolution and bring humanity forward. The show will be an extra-terrestrial experience!” says Jonas Lindberg Nyvang, Global Marketing Director of Björn Borg. 

Since the news of Björn Borg’s tribute to Mars One was released it has spread at the speed of light in the digital sphere. To cater to this shown interest, Björn Borg as well as Mars One representatives will transmit exclusive live Periscope video streams of the catwalk and 'behind the scenes' footage. This technologic activity allows fans to watch the show live by downloading the Periscope app and follow Mars One and Björn Borg on Twitter.

The fashion show will be held on August 24th, 2015 at 20:00 CET in Stockholm, Sweden.

#trainingformars

About BBSS16: http://www.bbss16.com

About Mars One: http://www.mars-one.com

About Björn Borg: www.bjornborg.com

Periscope app available in the iTunes Store and the Google Play Store. 

Mars One twitter: https://twitter.com/marsoneproject

Björn Borg twitter: https://twitter.com/bjornborg

ABOUT BJÖRN BORG: The Group owns the Björn Borg trademark and its core business is underwear and sportswear. It also offers 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. Total sales of Björn Borg products in 2014 amounted to about SEK 1.4 billion, excluding VAT, at the consumer level. Group net sales amounted to SEK 539 million in 2014, with an average of 129 employees. The Björn Borg share has been listed on NASDAQ Stockholm since 2007.

Thank you for taking the time to read our fashion brand blog post. We hope that you have found this news to be informative. You may also have interest in reading the First Person Lover of Fashion article about Björn Borg.

 If you have comments or questions, please add your thoughts in the discussion area below.

Björn Borg “nude” underwear for all skin tones

March 21, 2016 sports fashion brand Björn Borg introduced the Skin Collection; skin toned underwear for everyone. The collection is deliberately launched on the United Nation’s Racial Discrimination Day, as a tribute to human rights and equality for all. 

So-called “nude” underwear traditionally only caters to white skinned individuals, offered in tones like beige or blush, despite the fact that an 84% majority of the world’s population has a skin tone other than the standard “nude” colour. To put the light on this inequality, Björn Borg introduces the Skin Collection – an underwear line in six shades of human, following the Fitzpatrick skin scale*.

– Nude is not a colour; it’s a concept that everybody should have the right to enjoy. We call it six shades of human and the reason to our launch on the UN Racial Discrimination Day is that the political climate in Europe has been very tough as of late and it is time to show colour. This is our contribution to that debate, comments Björn Borg Marketing Director, Jonas Lindberg Nyvang.

The skin collection comes in a hotpant for her and short shorts for him and is made from a fresh microfibre material to maintain high breathability and comfortable fit.

The collection retails at €32.95 through selected retail and through the Björn Borg web shop, www.bjornborg.com. 

The Fitzpatrick skin scale is a numerical classification schema for human skin color. It was developed in 1975 by Thomas B. Fitzpatrick, a Harvard dermatologist, as a way to classify the typical response of different types of skin to ultraviolet (UV) light. There are six levels in the Fitzpatrick scale, ranging from Type I (which is very light, always burns in direct sunlight and never tans), to type VI (which is deeply pigmented dark brown or black and never burns). 

Human skin pigmentation evolved primarily to regulate the amount of ultraviolet radiation penetrating the skin, a fact that the so-called Fitzpatrick skin scale* rests upon. The Fitzpatrick scale is a classification on typical response of different types of skin to ultraviolet radiation and covers six major skin tones; the very same that are offered through the new Björn Borg skin collection.

ABOUT BJÖRN BORG: The Group owns the Björn Borg trademark and its core business is underwear and sportswear. It also offers 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. Total sales of Björn Borg products in 2014 amounted to about SEK 1.4 billion, excluding VAT, at the consumer level. Group net sales amounted to SEK 539 million in 2014, with an average of 129 employees. The Björn Borg share has been listed on NASDAQ Stockholm since 2007.

Read more about this fashion brand:

Björn Borg Sport Couture Capsule Collection

Björn Borg First Person Lover

Björn Borg SS15 Limited Editions

Fashion Tribute to Mars

Björn Borg Signs Olympian Koen Verweij

First Person Lover of Fashion & Gaming

Muslim Hijabi Ballerina Game Changer

Thunderwear with Space Material

Björn Borg Sport Couture Capsule Collection

A retro space inspired showpiece collection was presented by Björn Borg at Fashion Week Stockholm last August. The handmade-in-Sweden Sport Couture capsule collection is now launched featuring fashion darling DJ Mimi Xu and her daughter Maily Beyrens. Available on bjornborg.com as of 9 AM CET on January 19th.

Last August, Björn Borg paid homage to the Mars One space initiative in their SS16 show during Fashion Week in Stockholm. The tribute to this vision also led to the creation of a limited edition capsule collection, designed by Björn Borg Head of Design James Lee and Stylist Naomi Itkes, and inspired by the history of space travel and the journey to find new frontiers that took place during the 1970’s and 80’s. The much anticipated retro-style collection comes in navy blue, white and red, and features a striped ribbed detailing for the ultimate vintage sport look.

James Lee, Head of Design Björn Borg:

These garments are made to offer excellence in fit, quality and looks. Handmade in Stockholm, the bearer is guaranteed something truly unique. Every piece in this collection is different from the next, every seam sewn with passion, and every cut calibrated to perfection. Each look is produced in a truly limited edition with one to ten pieces per style.

DJ, sound designer and fashion darling Mimi Xu has brands such as Prada, Acne Studios, Vivienne Westwood and Alexander McQueen on her client list. Daughter Maily Beyrens works as an illustrator and is, apart from modelling in the videos, behind the video illustrations.

The much anticipated Björn Borg SS16 Limited Edition Sport Couture collection is available exclusively through bjornborg.com as of 9 AM CET, January 19, 2016, and sell for € 21-320. All pieces are numbered and are delivered in a bespoke gym-bag. The collection includes 85 pieces of unique clothing plus six styles of matching socks. There are five styles for him; eight styles for her; some offered in more than one colour. Apart from the clothing, a cross-over bag is available in 6 pieces.

• Mimi Xu
• Stylist Naomi Itkes
• Björn Borg Sport Couture Collection 

Thank you for taking the time to read our fashion blog post. We hope that you have found this news to be informative.

See more about Björn Borg here on the fashion blog.

More about Björn Borg: The Group owns the Björn Borg trademark and its core business is underwear and sportswear. It also offers 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. Total sales of Björn Borg products in 2014 amounted to about SEK 1.4 billion, excluding VAT, at the consumer level. Group net sales amounted to SEK 539 million in 2014, with an average of 129 employees. The Björn Borg share has been listed on NASDAQ Stockholm since 2007.

If you have comments or questions, please add your thoughts in the discussion area below.

Björn Borg Signs Olympian Koen Verweij

Top ranked Dutch ice skater Koen Verweij is known not only for his remarkable skills on steel blades, but also for his signature golden locks and viking like good looks. Verweij is now joining forces with another sportsman’s clothing brand, Björn Borg – similarly known for exceptional sports achievements along with good looks.

The Dutch ice skater debuted in the Dutch junior team in 2008, and was in the Winter Olympics in Sotchi in 2014 rewarded a silver medal at 1500 meters as well as a gold medal at the team pursuit. Verweij also won gold in the prestigious World All-Round Speed Skating Championships for men in 2014.


“I have always been inspired by the challenger attitude of Björn Borg and it feels great to be an official ambassador of the brand and its clothes”, says Koen Verweij

The collaboration with Björn Borg runs as of June 1st, 2014. Previously this year, Björn Borg signed with Olympian freeskier Henrik Harlaut.


“We think Koen fits Björn Borg perfectly with his colourful and bold personality. We will during the year work with him to secure that our sportswear and underwear collections gets tested both on and off the ice”, says Lina Söderqvist, Marketing Director at Björn Borg.

You may also want to learn about the Thunderwear garments made by Björn Borg.

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.

First Person Lover of Fashion & Gaming

The Swedish sports fashion brand Björn Borg made a huge success with its computer game First Person Lover and was this summer awarded the Silver Lion in Cannes Lions 2015, category Branded Content. Now, six months after launch, Björn Borg celebrates by releasing its in-game SS15 collection, love weapons and characters for Unity users to use and modify.

When Björn Borg launched its Spring Summer 2015 collection, the Sports Fashion brand blew a kiss to the gaming world through the introduction of a completely new genre: the First Person Lover (not shooter!) game. Half a year later, the sports fashion brand puts its SS15 collection in the hands of game developers, free to modify any way they see fit. The Björn Borg SS15 collection plus love weapons and characters from the game are free to download in the Unity Asset Store. 

“We have been showered with love after the release of the game and want to give something back. This is our way of returning the love. It is going to be exciting to see what other artists and designers can do with our collection.” Jonas Lindberg Nyvang, Marketing Director, Björn Borg.

The Björn Borg SS15 collection goes from black & white to brights and is inspired by the Plato’s fictional world of Atlantis. First Person Lover got, over the first three months after release, over 700 fan videos generating 20M views and 500,000 worldwide players. 

The development package is free to download in the Unity Asset Store:

First Person Lover - Female character and clothing pack

First Person Lover - Male character and clothing pack

First Person Lover - Weapons pack

Play the game here (PC and Mac): firstpersonlover.com 

First Person Lover is a game developed by Isbit Games, with the professional e-sport player Christopher “GeT_RiGhT” Alesund as co-developer, for Björn Borg AB. All love weapons are created together by Garbergs Advertising Agency, Isbit Games and Björn Borg AB.

ABOUT BJÖRN BORG: The Group owns the Björn Borg trademark and its core business is underwear and sportswear. It also offers 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. Total sales of Björn Borg products in 2014 amounted to about SEK 1.4 billion, excluding VAT, at the consumer level. Group net sales amounted to SEK 539 million in 2014, with an average of 129 employees. The Björn Borg share has been listed on NASDAQ Stockholm since 2007.

Learn more about fashion games here on Apparel Search in our fashion terms section.

Thank you for taking your valuable time to read the Fashion Blog.  We truly hope that you find the Fashion Blog to be enjoyable and informative.

Björn Borg SS15 Limited Editions

Limited edition show pieces from the Björn Borg SS15 catwalk show launched on January 19: Five pieces per style
After the Björn Borg SS15 runway show last August, the bespoke show pieces were enjoying a handsome amount of attention and desire from fashionistas and stylists all over the world. Due to popular demand, five items of each style have been created by esteemed craftsmen and women in Stockholm, Sweden.

 “This mesh themed limited edition holds superior standard. All mesh pieces are hand made in Sweden by outstanding seamstresses. The knitwear is carefully produced by one of our most trusted suppliers. With as few pieces as five per style, the bearer is guaranteed something truly unique and it is my conviction that it will make the owner feel quite special as well”, comments James Lee, Head Designer, Björn Borg AB.

The rare pieces are made to offer excellence in fit, quality and looks and were designed exclusively by the Björn Borg Head Designer, James Lee. Each piece is numbered and comes with a special limited edition card.

The Björn Borg SS15 Limited Edition Show Pieces are available exclusively through bjornborg.com and sells for € 45-170 as of January 19, 2015. The collection includes a mesh crop top, mesh high waist brief, a body and a mesh soft bra for her, mesh shorts for him and unisex white or black sleeves.

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, 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.

Learn more about bras from our bra blog page.

Muslim Hijabi Ballerina Game Changer

The 14-year-old Australian ballet dancer was refused to wear her Hijab to ballet studio. But nothing could stop her from pursuing her passion. On Valentine’s Day, Stephanie Kurlow is the first person to receive The Game Changer Scholarship by Sports fashion brand Björn Borg. ‘I want to bring the world together by becoming the very first Muslim Hijabi ballerina’ says Kurlow. 

She has been dancing ballet since the age of two. In 2010, Australian schoolgirl Stephanie Kurlow converted to Islam together with her Australian father and her Russian-born mother. Being very proud of her Australian identity, she was surprised to receive a different treatment for simply wearing a hijab. Stephanie was frustrated to find there were no full time ballet studios that readily accepted her wearing hijab. Stephanie decided to take destiny into her own hands and started a crowd funding campaign to fulfil her dream to train in a top ballet school and be able to open a diverse performing arts school where everyone is welcome.

Stephanie Kurlow:

“I plan on bringing the world together by becoming the very first Hijab-Wearing ballerina so that I can inspire so many other people to believe in themselves and pursue their dreams. I want to encourage everyone to join together no matter what faith, race or colour and I hope to leave in a world with greater acceptance. This scholarship funds my training and brings me closer to my goal”. 

The Game Changer Scholarship by Björn Borg is instituted to support athletes with extraordinary visions and dreams, people who not only dream about a better future, but also have a plan to get there. People who can change the game.

“We were genuinely inspired to learn about Stephanie and her story. She is a true game changer and an extraordinary human being. The power and the courage that it takes for a 14-year-old to not give up in a situation like this, to see possibilities where others see problems, is exceptional”, Jonas Lindberg Nyvang, Marketing Director Björn Borg.

ABOUT BJÖRN BORG: The Group owns the Björn Borg trademark and its core business is underwear and sportswear. It also offers 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. Total sales of Björn Borg products in 2014 amounted to about SEK 1.4 billion, excluding VAT, at the consumer level. Group net sales amounted to SEK 539 million in 2014, with an average of 129 employees. The Björn Borg share has been listed on NASDAQ Stockholm since 2007.

Learn more about Björn Borg from our previous fashion blog posts about the Björn Borg fashion brand.

Thank you for taking the time to read our dance fashion 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.

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.

Flame proof underwear for men and women

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.

Björn Borg AW15 & Fashion App

The Swedish sports fashion brand Björn Borg launches its AW15 collection together with its first fitness app ever, Sprinter. The free iPhone app enables you to match with new workout buddies and improve performance by reaching goals together. A mission easy to complete through three simple steps – Sweat, Swipe and Socialize. 

The scientifically proven Köhler effect shows that a workout buddy will boost your exercise motivation with over 100%*. Björn Borg takes up on that by combining fashion, sports and technology. The app enables people to boost workouts by meeting up with like-minded partners. It has taken inspiration from the dating app Tinder, but with fine-tuning the app's core functionalities adapted for an active lifestyle. 

“We decided to launch our AW15 sports apparel collection through the new app Sprinter to share our vision of feeling active and attractive. We believe that together as a team, you perform better" Jonas Lindberg Nyvang, Marketing Director, Björn Borg 

The app connects to Instagram and Facebook to make it easy for users to share pictures and workout videos. It also tracks the user’s current location, which creates a quick tool for finding a workout buddy for the lunch break session. Travelling users can search to find a new workout buddy anywhere in the world. 

Björn Borg's AW15 collection increases the focus on sports apparel. The collection is all about high-performance fabrics, such as Thermo-Pro. The fabric retains energy, resists heat loss and retains insulation from cold and wind, with inspiration from protecting the body from the elements. Björn Borg also launches its limited edition Iconic collection, honoring the brand’s sporty past and present with pairing iconic waistbands with fashion forward fabrics, silhouettes and functionalities. Fashion images of the collection’s key look are available to explore on Sprinter, while searching for a new workout partner.

Sprinter is free to download from Apple’s App Store at https://itunes.apple.com/se/app/sprinter-by-bjorn-borg/id1032309043?mt=8 and www.sprinter.io.

Learn more about fashion apps in our fashion terms section.

You may want to also check out our recent Björn Borg fashion week blog post.

Ryan Hawaii Men’s Printed Underwear | Björn Borg

Swedish sportswear brand Björn Borg drop their new collaboration – an underwear collection created by Ryan Hawaii – One of the world’s most interesting designers today.

Björn Borg Captivated Fashion Week Stockholm

On the evening of the first day of Fashion Week Stockholm, Björn Borg amazed international sports and fashion press, fashion influencers and the tributed Mars One representatives alike with a memorable fashion show based on the theme “Training for Mars”. The show featured top Swedish supermodels and its retro space inspired sportswear collection was showcased on set at a Mars like outdoor location in Stockholm.

Last night, at 8 PM on the first day of Fashion Week Stockholm, sports fashion brand Björn Borg presented its Spring Summer 2016 collection. The fashion show took place at an outdoor location, under the bridge Västerbron in Stockholm. The unique space was packed with the international fashion elites, observing Swedish top-models Tilda Lindstam, Emmy Rappe, Mona Johannesson och Sara Blomqvist among others, parading the circular catwalk surrounded with bright lights beaming towards space. 

The sports fashion brand dedicated its show to the Space initiative Mars One, as a tribute to its grand vision, courage and the desire to take on the ultimate challenge; training for Mars. 

The SS16 collection, along with a special capsule collection designed in collaboration with stylist Naomi Itkes, took inspiration from the history of space travel and the journey to find new frontiers that took place during the 1970’s and 80’s. By looking to retro styles, colours and silhouettes from this era and clashing them together with modern high performance materials, detailing and techniques, Björn Borg has created a collection that pays homage the past, and offers a perfect fit for the ultimate challenge: training for Mars. 

"We have now showed the world how to train for Mars, and hope that our tribute can inspire to epic adventures. Fashion interested explorers will be able to find our show collection in a limited edition as of January 19th next year", says James Lee, Head of Design Björn Borg. 

Front row at the show: The brand’s founder and name-sake, tennis legend Björn Borg with wife Patricia, Mars One founder Bas Lansdorp and four of the 100 candidates who may be the first to settle on Mars, were present, alongside Swedish artists Robyn Carlsson, Ola Rapace,  Måns Zelmerlöw and editors from top tier international fashion titles like style.com, RED Magazine,  i-D, and Instyle UK. 

About the show: http://www.bbss16.com

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Björn Borg Craig Green Sports Fashion

In an art gallery in central Stockholm, Craig Green presented his new sportswear capsule collection in collaboration with sports fashion brand Björn Borg.

A suggestive art installation mixing light, shadows and fashion, worked as the setting for the launch of the Craig Green x Björn Borg AW16 capsule collection. Static models showcased the monochrome pieces in black and cream white from podiums around the set. Award-winning London designer Craig Green has made a name for himself mixing minimal garments and dramatically sculptured body-pieces. His collection for Björn Borg marries the Green conceptual style with the function and performance of the Björn Borg heritage.

Said Craig Green: “It has been thrilling and intriguing to create sportswear for both men and women. When the Björn Borg team asked if I was up for the challenge I just couldn’t resist. Mixing my own style with the utilitarian beauty of the Björn Borg heritage has resulted in a collection that I am very proud of”.

The collection consists of 20 pieces of clothing in off-white and black, and will be sold globally as of October 2016. Looks include padded trousers for men and women, performance running leggings and a lightweight technical raincoat with drawstring details, combining performance with fashionable sportswear in a conceptual mix.

Thank you for taking the time to read our fashion 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.