— 1984 Björn Borg Collection
To win big, you must dare to lose bigger
In the name of the legend, The Björn Borg Collection was founded with Rohdi Heintz as the lead designer. They started off with sports apparel, but with their daring attitude came great ideas; after a few the company took a brave step into the underwear world.

— 1993 International fame
The underwear is dead. Long live the underwear. How we killed the Y front fashion
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.

— 1989 In a time before underwear
‘The perfect fit’ became an international phenomenon as we expanded into new markets
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.

— 2004 Printed Underwear
Explosive prints and vibrant patterns become the trademark of our designs
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.

— 2014 Back to our roots
The no. 1 Sports Fashion Brand for the Active and Attractive
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. 1 Sports Fashion brand for the Active and Attractive started.