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.
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.”