March 2010

Behind the scenes.

March 26, 2010

  If you’re sorry that you can’t see the brand new store concept yet, you will be happy to hear that we’re also working on a brand new web site. Last week we did a photo shoot with Dave, here are some images from the shoot. Dave is an old friend of ours, as he’s only […]

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A mingle with a sporty touch.

March 25, 2010

On Tuesday evening, we had an evening mingle with a sneak peek at the brand new store concept. The tennis legend Björn was there, and also Olympic bronze medalist André Myhrer. Champagne, speech and of course, cutting of a ribbon. More images from the event over at Flickr!

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The new concept store.

March 24, 2010

After weeks of work for all parties involved we finally opened the new concept store in Stockholm, Sweden (at Sergelgatan 12–14). This is a new concept that will be applied to all our concept stores, so if you have a Björn Borg store near you, you will see something like this in the not too […]

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Grand Opening.

March 19, 2010

Candy coloured floor climbing up the walls Next Wednesday, March 24, it is time for the Grand Opening of the new Björn Borg Concept Store in Stockholm. The store is real eye candy and offers a complete shopping expe­rience with colourful underwear en masse. See you there!

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Graphics rush.

March 12, 2010

Short shorts in lycra blend for him. Short shorts in cotton/lycra blend for him. Mini shorts and matching sport top in polyamide/elastane blend for her. Mini shorts in polyamide/elastane blend for her. Some key pieces out of our new sports collection. Feeling the rush?

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When times are tough, love is all.

March 11, 2010

Just discovered this editorial When times are tough, love is all. Reminds me of this fabulous post from last year on photog­rapher Bruce Davidson. No idea which magazine so do feel free to enlight me!

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A new gold standard.

March 9, 2010

With a bit of help from us, Menswear Review got their hands on a few pairs of Björn Borg underwear resulting in a fabulous review stating us as their new gold standard! Read the whole review here — and if you’re up for it grab a favourite for yourself from our webshop here.

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Episode 5.

March 8, 2010

Episode 5 of Björn Borg intro­ducing a year of colour. This week, we meet our favourite japanese, make up artist Ken and another favourite of ours. Björn Borg’s Marketing director, Rocky. Watch all previous episodes here.

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Playful and daring.

March 4, 2010

Vibrant colours. Playful knee socks. Daring display. Don’t we all just love the Prada flagship store in Manhattan’s SoHo neigh­bourhood? On the north­western corner of Broadway and Prince, just opposite Dean and Deluca mentioned earlier here. It’s one of our favourite street corners in the world. Do you have a favourite street corner?

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Episode 4.

March 2, 2010

Episode 4 of Björn Borg intro­ducing a year of colour. This week, we meet model Valerie, photography assistant Ed and Nicola, a set designer who knows it all when it comes to colourful people! Watch all previous episodes here.

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