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SS20 PREVIEW

A sneak peek at our new underwear collection with Björn Borg

For the SS20 season, Swedish sportswear brand Björn Borg will launch a capsule collection designed in collaboration with Scandinavian MAN. The collection can be viewed at the CIFF trade show in Copenhagen, starting tomorrow.

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Photography Isak Berglund Mattsson Mårn Styling Robin Douglas Westling

Our Creative Director Erik Olofsson worked closely with the design team at Björn Borg to create the concept.

Erik, tell us about the concept behind At Home?

— We wanted to create a luxury product by defining luxury as free time. At home with family, friends just doing stuff. That feeling of spending your whole day slow without necessarily getting fully dressed. Or what better way to work out than in your underwear?

Tell us about the designs?

— The foundation of the collection is organic cotton briefs and shorts in black/off-white. Then we added a box cut t-shirt and socks for the full look. The branding is subtle with a script embroidery on the t-shirt and on the socks. Cozy at home luxury like a wall decoration life motto.

How was the collaboration with Björn Borg?

— Björn Borg has great experience and good culture for collaborations. Understanding that it is the intersection of the brands that creates something great. It was very inspiring to dive into all the materials and possibilities. Also we had the opportunity to fully communicate the vibe of the concept through an editorial campaign that will be published in all Scandinavian MAN channels.