Interview with Andreas Gran, Creative Director
Designer Andreas Gran launches his first collection
After roughly a year at the company, Andreas Gran’s first collection with Björn Borg is launching for Autumn/Winter 2020. Inspired by the brands’ heritage and Scandinavian design, the collection demonstrates a stylish and long-lasting direction of the Björn Borg brand.
Andreas Gran, previously Head of Design Menswear at Tiger of Sweden, has a long background within the fashion industry. Starting out as a stylist at the age of 18, Scandinavian design runs deep in his aesthetics, where function trumps form and where he rather reduce than add. Finding smart ideas that makes training easier is one of his ambitions, such as the Running from Daylight concept, releasing along the rest of the collection in August. “Here we’ve gathered it all”, says Andreas -our new aesthetics using the Björn Borg heritage merged with our values. Done in clean Scandinavian design creating a collection worthy of the Swedish darkness.”.
Building on timeless fashion and products that never go out of style, Andreas- in his new role as Creative Director - is continuously working on all aspects of the Björn Borg brand. " I don't want to change Björn Borg, I want to highlight our great heritage, strong culture and place it in a contemporary context".
Building on timeless fashion and products that never go out of style, Andreas– in his new role as Creative Director -is continuously working on all aspects of the Björn Borg brand. “I don’t want to change Björn Borg, I want to highlight our great heritage, strong culture and place it in a contemporary context”, says Andreas. “I want to improve and amplify, when something is done, I want to move on and see what else we can do better."
The AW20 collection consists of the performance BORG concept, the fashion-edgy Running from Daylight collection, the athleisure Centre concept and an underwear range with the Core collection in focus –all these embracing the minimalistic and stylish expression that has grown to become Gran’s signum ; “My job is to create a visual strategy for the brand. To make sure we are a brand that is relevant , that inspires, that respect the environment, that is inclusive and that communicates the fantastic advantages training will have in your life.”. The AW20 collection is released in August and will be available online, instore and at selected retailers.