July 2009

Spread the spirit.

July 13, 2009

You remember the pictures from our film session last month? I’m so proud to reveal our latest mission. Spread the Spirit. Based on all the Swedish Exports pictures you’re sending us, we hope to have conquered the whole world by the end of the year. Enjoy the result here! And Psst take a closer look at […]

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1982.

July 10, 2009

A link to this Japanese video from 1982 arrived in my mailbox this morning with a note wishing me a lovely weekend: 1982 was a good year — these two boys (tennis heroes) are so cute!

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Highlights.

July 9, 2009

Denise wrote such a sweet post on a couple of her favourites during her internship, so thought I too would share some of my high­lights with you. Espe­cially, since I haven’t passed on my blog award from Gabbi yet… The Clothes Horse on a Tuesday. The Clothes Horse from Fort Lewis, WA images are fairytale. This […]

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You cannot beat Bjorn Borg underpants.

July 8, 2009

This interview with Pet Shops boys during their stay in Gothenburg is hilarious. About 2.30 min into the interview the boys mention their love for Björn Borg underpants!

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Tendencias.

July 7, 2009

Oh, it feels good to be home after weeks on the road. Paris, Barcelona, Antwerp, Berlin and London with all do respect, but not a lot can beat Stockholm in the summer. Spanish magazine Tendencias has captured that homey feeling quite well, taking our undies to a whole new level! Psst! Children, don’t try this out […]

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Wimbledon.

July 6, 2009

A short update from Wimbledon. Together with the London-based department stores Harrods and Self­ridges, we arranged a Meet&Greet with Björn. Nicci, the lucky winner didn’t only get to shake Björn’s hand but also watch the men’s semi-finals on Centre court. Here she is together with Björn. Björn’s wife, Patricia and Rocky. Great minds think alike? A cheering […]

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Berlin — day 3.

July 4, 2009

Thursday night, Rocky, Björn + wifey and I flew into London to attend the Wimbledon semi-finals — you know Björn won five Wimbledon titles in a row? But this is what we got up to until boarding. Wall of fame — some of our recruited Swedish Exports during Bread&Butter. Around lunchtime, Rocky and I got […]

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Berlin — day 2.

July 2, 2009

Our first day of Berlin fashion week. We kicked it off with the fair Bread&Butter in Tempelhof, Berlin’s old city airport. Rocky and Fredrik trying out our mobile locker rooms. We spent most of the day recruiting new Swedish Exports. Easy — they got to keep the underwear if they’d let us take a photo. […]

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Berlin — day 1.

July 1, 2009

Last night was the opening party of Bread&Butter in Berlin, and we’re here to showcase our SS10 collection. I missed out on the happening as I only flew in this morning, but it looks like it was a pretty busy night. One of the main attractions at the party was Swedish band Mando Diao. You might […]

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