Björn Borg in collaboration with fashion industry’s most talked about designer Charles Jeffrey LOVERBOY

Swedish sports fashion brand Björn Borg drop their new collaboration – an underwear capsule created by Charles Jeffrey LOVERBOY. Charles Jeffrey releases his first underwear collaboration, a limited edition collection of men’s printed underwear, with Björn Borg. The capsule features three limited-edition prints developed from signature mark-making which the designer and illustrator describes as his ‘second language.’ The prints, entitled Scream, Squiggle and Squirm, appear as all-over prints and waistband designs across a collection LOVERBOY fans will recognise as a celebration of the label’s visual language.

In collaboration with photographer Dexter Lander, Jeffrey – an established stylist in his own right – is behind a colourful and comedic campaign celebrating the product. Of the campaign, Jeffrey comments: “It almost happened by accident, but whilst on set we started realising that what we were building was a kind of mash-up of some of the visual cues of eccentric Britishness that I love the most: Culture Club, The Mighty Boosh, a bit of David Bowie. What ties them all together is colour, a sense of performance, a dispensing with gender norms. It's a lot of things I love - remixed.” The collection can be found in Björn Borg stores, bjornborg.com, Selfridges and other exclusive retailers. Prices start at £35

ABOUT CHARLES JEFFREY:

Glaswegian designer, artist and radical creative Charles Jeffrey, 28, is the man at the helm of the fashion industry's most talked-about new addition: Charles Jeffrey LOVERBOY. The label is both a fashion brand and a cult club night, each informing the other. As noted by US Vogue, "Jeffrey is currently the upholder of all that is human, creative and cheerful about British Fashion."

ABOUT BJÖRN BORG:

The Group owns the Björn Borg trademark and its ore business is underwear and sportswear. It also offers 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. Total sales of Björn Borg products in 2017 amounted to about SEK 1.5 billion, excluding VAT, at the consumer level. Group net sales amounted to SEK 699 million in 2017, with an average of 212 employees. The Björn Borg share has been listed on NASDAQ Stockholm since 2007.