Bjorn Borg unveils innerwear in modern colour palette

For High Summer 2014 Björn Borg goes on a spiritual spa and gets inspired by everything from mediation to alternative therapy. In underwear terms, this means a soft, modern colour palette with pale pastels to relax the eye and mind.

News for men:

- A new range of mélange solids inspired by authentic fashion garments like classic denims and retro t-shirts. Available in six different colours.

- A new trunk introduced for the SS14 collection is now available in a light mesh version with a new, more discrete, logo in form a small label in the front of the waistband.

- A new printed elastic, continuing the print from the underpants to the waistband.

New for women:

- The well received new panty ‘Cheeky’ introduced for the SS14 collection is now available in a printed version as well as in a range of solid colours.

-The cotton hipster continues its success with five new summer prints

About Björn Borg:

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 con sumer level.

Björn Borg