Björn Borg Underwear

Björn Borg is a prominent Swedish lifestyle brand established in 1984, named after the legendary tennis player. The brand gained international fame for its bold, colorful, and high-performance underwear, eventually expanding into sportswear, footwear, and bags. It is recognized for its commitment to sustainability and its 'active and attractive' brand identity.

While the company is headquartered in Stockholm, Sweden, manufacturing is carried out in multiple countries across Asia and Europe. The brand utilizes a network of specialized suppliers to maintain its high quality and innovation in textile production. The brand operates under a business model that combines in-house sales in core markets like Sweden and the Netherlands with licensing agreements for other product categories and regions.