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Björn Borg collaborates with Charles Jeffrey LOVERBOY on limited edition underwear collection

Tom Bottomley
11 March 2019

Swedish sports fashion brand Björn Borg has teamed up with rising fashion designer label Charles Jeffrey LOVERBOY on a limited-edition line of printed men’s underwear.

The capsule features three 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. Selfridges are among the exclusive stockists, and prices start at £35.

Bjorn Borg x Charles Jeffrey LOVERBOY

In collaboration with photographer Dexter Lander, Glaswegian designer of the moment, Jeffrey, an established stylist in his own right, is behind a colourful and comedic campaign celebrating the product.

He says: “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, and a bit of David Bowie. What ties them all together is colour, a sense of performance and a dispensing with gender norms. It's a lot of things I love - remixed.”

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