Björn Borg in collaboration with fashion industry’s most talked about designer Charles Jeffrey Loverboy
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Swedish sports fashion brand Björn Borg drop their new collaboration – an underwear capsule created by Charles Jeffrey LOVERBOY.
Charles Jeffrey releases his first underwear collaboration, a limited edition collection of men’s printed underwear, with Björn Borg. The capsule features three limited-edition prints developed from signature mark-making which the designer and illustrator describes as his ‘second language.’ The prints, entitled Scream, Squiggle and Squirm, appear as all-over prints and waistband designs across a collection LOVERBOY fans will recognise as a celebration of the label’s visual language.
In collaboration with photographer Dexter Lander, Jeffrey – an established stylist in his own right – is behind a colourful and comedic campaign celebrating the product. Of the campaign, Jeffrey comments: “It almost happened by accident, but whilst on set we started realising that what we were building was a kind of mash-up of some of the visual cues of eccentric Britishness that I love the most: Culture Club, The Mighty Boosh, a bit of David Bowie. What ties them all together is colour, a sense of performance, a dispensing with gender norms. It's a lot of things I love - remixed.”
The collection can be found in Björn Borg stores, bjornborg.com, Selfridges and other exclusive retailers.
SCREAM
Based on LOVERBOY’s signature ‘Joy' illustration; the wearer is encouraged to feel happy and elated whilst sporting these boxers.
SQUIGGLE
Based on a free-flowing and undulating illustration, this piece is designed to look like its moving - intended to add a pop of colour to casual look, or to be seen rising above trousers with shirts tucked-in, in classic LOVERBOY style.
SQUIRM
With a tile of the signature Loverboy portrait - amongst interpretations of sperm - there is a playfulness here... The primal, primary clash of red and blue imbues positivity. Wear it with a smile.