Is Björn Borg underwear worth it, and what should you buy first?+
Underwear is Björn Borg's biggest product and the heart of the brand, so it is the natural first buy and where the quality argument is strongest. Shoppers consistently point to the soft, branded waistband that holds its elasticity and to colour that survives repeated washes better than budget briefs. If you want a sporty, athletic-leaning trunk that looks as good as it performs, a multipack of the signature boxers is the sensible place to start; if you only need a plain everyday basic, you are partly paying for the name.
Is Björn Borg underwear actually good quality?+
By most accounts yes, with the reservation that it is a fashion-sport label rather than a technical performance house. The fabrics lean breathable and stretchy, the cut is ergonomic for movement, and the waistband is the detail people praise most for keeping its shape. It is built to be shown off as much as worn, so you are buying styling and durability together rather than bare-bones function.
Björn Borg vs Calvin Klein — which underwear suits you better?+
Both sit in the same premium-but-attainable bracket, but they pull in slightly different directions. Björn Borg, named after the Swedish tennis champion, leans athletic and sporty with cuts made for movement, while Calvin Klein trades more on minimal everyday-luxury styling. Choose Björn Borg if you want a workout-friendly, colour-forward trunk with European leg finishing; choose Calvin Klein if you want a quieter, fashion-basics look.
Is Björn Borg a Swedish brand, and is it related to the tennis player?+
Yes on both counts. Björn Borg AB is a Swedish apparel fashion brand named after the former professional tennis player of the same name. The company that built it was originally called World Brand Management, which held the rights to the Björn Borg name before taking the name itself.
How did the Björn Borg brand actually acquire the name from the tennis legend?+
The company World Brand Management held an exclusive trademark licence for the Björn Borg name from 1997, giving it the right to produce, market and sell Björn Borg products worldwide. It then bought full rights to the trademark at the end of 2006 for $18 million. After that deal the company eventually renamed itself Björn Borg in 2017.
Beyond underwear, what else does Björn Borg make?+
While underclothes are by far the biggest category, the brand's main product range also spans shoes, purses, glasses and perfume. Underwear is where the brand earns its reputation, so the other lines tend to be supporting characters rather than the reason most people seek it out.
Where is Björn Borg sold, and which markets matter most?+
The brand has stores across seven European countries, with Sweden and the Netherlands being its most important markets, while Germany and the United Kingdom are newer territories. If you are outside Europe, you will most often find it through department stores and online retailers rather than its own boutiques.
What was Björn Borg's First Person Lover, and why does a fashion brand have a video game?+
In 2015 the brand released an advergame called First Person Lover, made in collaboration with Isbit Games. It is a first-person shooter in which the player can dress up in Björn Borg branded clothing and fight using "love weapons" — a playful, irreverent piece of marketing that fits the label's cheeky, sport-meets-fun personality rather than a serious product line.
Has Björn Borg had any quality or chemical controversy?+
Yes, historically. In August 2008 the Swedish newspaper Göteborgs-Posten reported finding high levels of the environmental estrogen nonylphenol ethoxylate (NPE) in two pairs of black Björn Borg underwear. NPE was already banned for use within the EU at the time, though imports made with it were allowed, and the company said its own batch testing showed lower concentrations than the newspaper found.
Is Björn Borg doing anything about harmful chemicals and sustainability now?+
It has moved in that direction since the 2008 episode. As of June 2017 the company committed to eliminating substances of very high concern under the EU's REACH legislation from its supply chain, with particular focus on phthalates, fluorocarbons and alkylphenol ethoxylates including nonylphenol ethoxylate. It is a supply-chain commitment rather than a finished claim, so treat it as ongoing progress.
Where is Björn Borg based now?+
The company moved its headquarters to Frösundavik in Solna municipality in 2020, keeping it firmly Swedish and just outside Stockholm. The Scandinavian base is part of the brand's identity, in keeping with the heritage of the tennis champion it is named for.
