Björn Borg

History of Björn Borg

Bjorn Borg is a Swedish clothing brand named after Bjorn Borg, considered one of the best tennis players in history and winner of 11 Grand Slam tournaments.

A year after the end of his career, in 1984, the first Bjorn Borg collection was created with Rohdi Heintz as the main designer. The collection was mainly based on sportswear, but an increasingly bolder attitude and a more aggressive approach meant that after a few years the brand also entered the 'underwear world'.

The year 1989 is considered to be the official founding of the Bjorn Borg brand. In addition to the tennis player himself, Anders Arnborger and Louise Hildebeck were also founders. At the time, underwear was regarded solely as a protective garment, and the cut of the vast majority of products was conservative and old-fashioned. Wanting to bring some change and refreshment to the industry, Anders Arnborger began to consider creating the perfect boxer brief.

The designer developed a bold and brilliant underwear concept. This led to the creation of the iconic Bjorn Borg 3201 boxer brief. Initially, the breakthroughs were not met with much interest, but the brand's persistence eventually bore fruit as boxer briefs became an increasingly popular item of men's underwear.

Brand development

The early 1990s is the time of the great boom in high-quality, comfortable underwear. The craze in the Swedish market was a good time to expand into foreign markets. Bjorn Borg underwear thus found its way to Denmark, Norway, Australia, the Netherlands and Belgium.

An important moment in the brand's development was in 2000, when a new colourful underwear line called 'fun' was created. In recent years, it has gone back to its roots and, after returning to Stockholm, began the journey to becoming a top brand when it comes to sports fashion for active people.