Björn Borg has announced a relaunch of its women’s underwear.
The new underwear collection from the Swedish clothing retailer finds its inspiration in the 90s and 2000s and uses a logo band to ensure it is seen, Björn Borg announced on Monday. The main feature of the SS24 collection is the elastic band decorated with the brand’s logo, which acts as a waist band and adorns items from the bra to the women’s boxer shorts. When worn, it should shine through under clothing and attract attention.
This trend has its origins in the sporty street style culture of the late 20th century, which the brand already picked up in its men’s collections back then.