Bjorn Borg Clothes
Clothing label Bjorn Borg’s story continues where the tennis player stops. The year is 1983 and Björn Borg puts his Fila-outfit and his tennis rackets on the shelf, to instead join the crowd of tennis legends with their own clothing line on the list of achievements. The Swedish Wimbledon champion had the right pre-requisites, hailed as a style icon for his time and in the newspapers at least as often outside the tennis court as on it. But unlike his predecessors, Rene Lacoste and Fred Perry, he chose to bet on anything other than polo shirts. The Bjorn Borg clothing brands emphasis since its inception has been on underwear, and the characteristic boxer shorts branded waist strap from Björn Borg peeks out from many a jeans waist – especially in Sweden!. The thirst for clothing has now been satisfied with a series of sports clothing.
In the summer of 2008 The Bjorn Borg fashion brand started to widen the mark and a first sub brand was launched with the concept name White. The first collection premiered during Stockholm Fashion Week 2007, which under the guidance of creative director Peter Simonsson and designer Andreas Halldén looked to recreate the feeling of masculine late seventies. Furthermore bringing to mind the decadent nightlife of New York and Paris from the same era. With the new collection “White” the focus shifted from tennis player to style icon Björn Borg. And while doing so moved the Bjorn Borg brand considerably up the fashion ladder.
Did you know: While tennis player Björn Borg was hailed as a style icon, he maintains himself that his attire during that time was anything but thoughtful. He decided simply on what he enjoyed for the moment.
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