We only had one day to take all the photos with our collections and products. The underwear is of course always present; both the Fun and Sports collections. There are lots of people involved. 10 models, photographer and his crew, stylist and make up-artists …
To create some order in the chaos that was about to commence, everything was hung, marked and arranged in the order it was going to be used.
We’ve done a photo shoot for the spring/summer 2011 collection. This time, we chose to do it in Stockholm. The result is so awesome that we cannot wait until we start using the images. But until then, we can give you a sneak peak on what happened behind the scenes.
So in a series of blog posts we’ll give you the story.
First out: the models. These are the set cards for our models for this session: 5 girls, 5 guys.
We’re very proud to present to you: Mathare Youth Sports Association, or MYSA. They are our new friends in Mathare Valley, just outside Nairobi in Kenya, Africa.
Mathare Valley is referred to as one of the largest and poorest slums in Africa, and MYSA is working to change that. Using team sports, MYSA engages the youth living in Mathare to clean up their neighbourhoods, in leadership programs and to educate about HIV and AIDS. In short, MYSA is a self-help organization that makes a difference. They engage 20 000 young Kenyans, and football (soccer for you Americans) is the most popular sport.
We have started a collaboration with MYSA: we support the organization with 1 Euro for every pair Björn Borg Kids underwear we sell. We also provide “A kids world“, the blog where the kids and staff involved in MYSA can share unedited stories from their everyday life and talk about the work they do.
We chose MYSA because we have common roots in our love for sports, because we believe in companies taking social responsibility, and because we believe that empowering people is the best way to help. To us this is a long term commitment, and we hope that you read the stories on “A Kids World”. We also hope that our Kids products become as popular as our underwear for grown-ups, as that means more funds for MYSA.
We’d also like to send a special thanks to Social Initiative for helping us with the quality assurance of our collaboration.
Check it out: a group of US soldiers stationed in Afghanistan made their own remake of Lady Gaga’s “Telephone” video. We love it, and we love the idea that soldiers should be dancers. Imagine a world where these guys could make people laugh instead of being at war.
They even made their own props! If you look at Aaron Melcher’s and Justin Baker’s clothes (allegedly the guys who had the idea, and the first guys you see in the video) you see that their standard gear isn’t very colorful. We want to send them and their friends a bunch of Björn Borg underwear: to thank them for the laugh, to encourage their future career in the entertainment field and to give them some color they can wear without endangering themselves.
This is where we need your help: help us get in touch with them so we know where to send the stuff so that they get it. Any ideas at all would be appreciated!
