Björn Borg is a popular sportswear and clothing store among Malmo fashionistas and gym rats. Their clothing mostly comes in black and white however carries the torch of the modern trend of mesh see through panels in women’s wear and horizontal unique bands on men’s wear. Personally as an American and a Star Trek fan, I find the idea of wearing clothing that has the label “borg” to be quite whimsical and amusing.
But clothing itself doesn’t have much similarity to the robotic bad guys on my favorite TV show but nonetheless this is a style that I personally would be proud to rock at the local gym or outdoors doing some kind of athletic activity. My favorite piece is matching underwear and sports bra set, in deep dark blue, with bands at the bottom of the bra and top of the underwear showing the label “borg” with a somewhat computeristic looking band and circling the bodice and waistline.
I find the men’s wear to be a bit of flashy, and while its not something that I see my husband wearing, I think it would appeal to a lot of European men who are into sports. Stamped on many of their sweaters and jackets is the company logo, a handwritten signature in thin white ink stating Björn Borg. I can see a lot of celebrities, even in America, finding the branded wear to be really chic. I am pretty surprised that I haven’t seen this brand outside of Malmo. Hopefully that would change for Björn Borg in the future.