This is demonstrated in a clear theme of transparency, electric blue, oiled patents and a range of nature-inspired prints, which are all about our supernature.
For apparel, this is translated into an extended performance collection with a focus on sports. Prints are inspired by poisonous frogs in the deepest jungles and hazy digital pollution-inspired prints, as well as prints where we see colours and grids fading from dark to lighter shades in a hazy blending.
All performance garments have functional qualities, like wicking moisture management. In the tennis and work out collections, most of the all over design-details show up on bindings and small inserts to enrich the product.
Therefore, the collections offer numerous cross merchant disability opportunities. Obviously, the Bjorn Borg Sports collection has a wide variety of sweat programs where cotton polyester and cotton elastane materials are being used.
New for the season is a compact but complete Björn Borg kids range for boys and girls aged 5-14 years.
The group owns the Björn Borg trademark and its operations are focused on underwear. To that is offered sports wear and fragrances and through licensees also footwear, bags and eyewear. Björn Borg products are sold in around twenty markets, of which Sweden and Holland 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 2012 amounted to around SEK 1.6 billion, at the consumer level.
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