Mmmm, looks like many of our Swedish Exports are very much in love!

Browse through our Hall of Fame here to see all the winners. A special hurrah for Matilda, one of my dear blogosphere friends, who won last week’s Export of the week!

Ben and his son.

Earlier today we released our fourth Close Up together with Vice, an indepth interview with the London based couple Ben and Leah. Despite a heavy subject, it’s very entertaining. Enjoy it here!

And oops, I’ve been a bit busy not being able to follow up on all your comments. But I will tonight!

I’ve divided my answers in two posts, so as it’s Monday let’s start with all your work questions.

How long have you been with Björn Borg?
I’ve been with Björn Borg for about a year.

How did you decide to start a blog?
It was a company decision to start a blog. But rather than just filling it with company news, I decided to turn it into a scrap book covering my working life as well as bits of my private life. Pretty lucky am I not?

How did you end up at Björn Borg and what are you main job tasks? It seems a lot of fun.
Prior to Björn Borg, I was part of an agency project managing PR and events for various fashion/street labels such as Nike, Jojo&Malou and Urban Outfitters. About 18 months ago I got a phone call from Björn Borg asking whether I’d consider working for them. After some consideration I decided it was time for me to move on. And a year later, still no regrets.

As of this summer, I’m managing all our online communication including digital campaigns, such as the coop with Vice. Plus I also write all the copy for retail, packaging and mailouts. Don’t want to sound all phony, but if I hadn’t got such a good response from you guys over the past year I wouldn’t have been in the position I’m in today.

And yes, it’s a lot of fun!

When did you first become interested in working in the fashion industry?
I’ve always been intrigued by fashion, exploring different styles from an early age. But it wasn’t until I moved to London that I realised I could work in fashion. Two guys who’ve definitely inspired me are Chris and Tibor, the duo behind these beauties.

Is this the industry you always wanted to be in?
Not really. I knew that I wanted to do something creative but not in what context. I started off as a photographer, and from there I moved onto journalism and marketing. Ten years later, having explored various professions has made me realise that I’m pretty good at what I’m doing now.

What is it like working in the fashion industry?
I love it!

As all industries, the fashion industry too can be seen as a little hub of both uptight and less uptight people. But the less uptight people make it worthwhile.

If you could design for any celebrity who would it be?
Elly Jackson from La Roux would have to be my first choice. She’s a natural beauty and knows how to pull off patterns and colour flawlessly. No doubt she’d look great in our undies!

Yesterday, in the company of great friends and pink bubbles, I enjoyed the opening of Dalí Dalí with Francesco Vezzoli at The Modern Museum in Stockholm. A fantastic mix of paintings, sculptures, textiles and b&w documentaries. Plus these incredible Vogue covers.

So if you’re not up to anything good this weekend, go and see!

From dangerous chemicals back to fashion. You might recall the behind the scenes photos from the shoot earlier this year, seen here.

Well, this is the result with noone less than John Scarisbrink behind the camera.

More pictures can be seen here.

Also noticed that some of you couldn’t view the 1992 Pin-Up pictures from this post. I’ve added the whole calender - except for May’s photo which is missing - to my Flickr account, so take a look here.