Our products are just as long lasting as the memory of the tennis legend Björn Borg's deeds, as breathtaking as his play and as eye-catching as his records. Here’s our story.


A star is Bjorn On June 6 1956, the only child of Rune and Margareta Borg was born. He was named Björn and would later affectionately be known as the Ice Man. Björn Borg entered the white conservative tennis court and changed it to a colourful scene. When he first played at Wimbledon in 1973, his ice-cold countenance and flowing blond hair created as much attention as the five consecutive titles he subsequently won between 1976 and 1980.

His blond locks and shy blue eyes had young girls faint and his impeccable sense of style made him a fashion icon that still stands to this day. Björn Borg was the defining rockstar of tennis. Björn showed us that being active and making a difference is far more attractive than playing it safe. It is this attitude that is the core of the Björn Borg brand. That is how we create our fashion and that is how we inspire the people who wear it.


Björn Borg Collection In the name of the legend, The Björn Borg Collection was founded with Rohdi Heintz as the lead designer. They started of with sports apparel, but with their daring attitude came great ideas; after a few the company took a brave step into the underwear world.


Scandinavian Underwear Company At the time underwear was not considered much more than a protective piece of garment and Y front briefs were the ruling trend amongst men. Based on the belief that it was time for a change, designer Anders Arnborger went on a search for the perfect boxers. He developed a bold and brilliant underwear concept. With its 17 pieces, stitched together with flat lock seams to create the ultimate fit, The Björn Borg Classic Shorts 3201 is the most iconic model to date. Even though they were packaged in smart boxes, no re-seller wanted to put buy; the model was too groundbreaking at the time. But giving up is not the Björn Borg style and our stamina gave results. The boxers boomed and changed the history of men’s underwear.


Meet the Underwear Everyone wanted to lay their hands on a fresh pair of Björn Borg underwear, both men and women screaming for them. Louder than we could ever have imagined. Watch the first ever Björn Borg TV-commercial:


Hello Ladies A craze for comfortable quality underwear swept over the country. Many women even bought the Björn Borg briefs for themselves, but surely they too deserved the ultimate fit. The first Björn Borg Underwear Collection for her was launched in the same style as the menswear.

1992 – 1993:

The adventure The time had come to grow and glow abroad, exporting the Swedish underwear to Denmark, Norway, Australia, the Netherlands and Belgium, booming with its brilliancy.


/ Björn Borg.


The Underwear Palace of Stockholm While at home, the kings and queens of underwear needed their palace. In the center of Södermalm in Stockholm, our flagship store ’Stockholms Kalsongpalats’ (the Underwear Palace of Stockholm) opened up. A store, stock, office, art space and party place in one.


FunBjörn Borg enters a more colorful palette, introducing a new line of underwear, called precisely what they are; FUN.


Printed Underwear The design team in Stockholm got completely free hands to experiment with prints and patterns, creating collections that blew people’s minds and pioneered the way underwear looked, perfectly aligned with the sagging trend of wearing your jeans significantly below the waist, revealing your true colour.


Björn Borg won the BBC Sports Personality of the Year award 1979


Mini Shorts The fun coloured underwear for him soon teamed up with a an equally fun pair for her; the mini short – a sporty style that boomed on the market.


Sports Focus This year we got back to our roots. The design of our sports apparel was brought back to Stockholm after some good years in Holland and our journey towards becoming the No. 1Sports Fashion brand for the Active and Attractive started.