Björn Borg is the former tennis star from Sweden, who became legendary after winning five Wimbledon titles and achieving many more Grand-Slam victories. In the late 70s, he ended his astonishing career still ranking number 1 in the world. In 1989, he brought the fashion label “Björn Borg” alive. In the beginning the focus was on underwear, a sector where the label has become a leading market force. Gradually, Björn incorporated more products into his brand expanding his portfolio to shoes, bags, glasses and colognes. Today, the label is most successful in the founder’s home country Sweden and the Netherlands, while it is gaining popularity in 15 more countries. High quality materials, bright colors and unique designs are the three main characteristics of "Björn Borg".