Björn Borg brings latest collection to Cannes – 21/08/09

SWEDEN. Björn Borg is presenting its Spring/Summer 2010 underwear collection at the upcoming TFWA World Exhibition in Cannes (Stand number: Green Village L60).

The collection will be divided into five lines to reflect different styles, making it easier for the consumer to find the perfect model, the company said.

Fun – Fun consists of the Björn Borg underwear that has become the trademark of the brand, described as “fashion underwear with a sporty twist”. The Spring/Summer line contains lots of prints and hand drawn patterns with inspiration from the music scene in cotton/elastane.

Sport РThe Sport line features materials in cotton/elastane and micro mesh. The line is a unisex concept with inspiration from graphics from the world of tennis, playing around with the Bj̦rn Borg brand name. The colours of the Spring/Summer line of 2010 are basic but bright.

Original РThe Original line consists of underwear reminiscent of the early Bj̦rn Borg collections, in a classical style. The models come in white, red, navy and grey melange.

Neat – The Neat concept stands for feminine simplicity in vibrant colours, said the company.

Love All – Love All is a new line for women, featuring just one design in thin microfibre that comes in ten different colours.

For more information, contact Rocky af Ekenstam Brennicke, tel: +46 8-527 33 715, or e-mail: Visit

The Björn Borg Spring/Summer 2010 underwear collection is divided into five lines to reflect different styles


The Björn Borg Group has operations in five product areas: clothing, footwear, bags, eyewear and fragrances. Björn Borg products are sold in around 15 markets, of which Sweden and Holland are the largest.

Total sales of Björn Borg products in 2008 amounted to approximately SEK2.5 billion (US$350 million) at the consumer level. Group net sales amounted to SEK527 million (US$73.9 million) as per 31 December 2008, with 88 employees.


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