Björn Borg AB is a Swedish apparel fashion brand named after the former professional tennis player of the same name. The company was formerly named World Brand Management (WBM), and has stores in seven European countries, with

Sweden Sweden, formally the Kingdom of Sweden,The United Nations Group of Experts on Geographical Names states that the country's formal name is the Kingdom of SwedenUNGEGN World Geographical Names, Sweden./ref> is a Nordic country located on ...

and the

Netherlands ) , anthem = ( en, "William of Nassau") , image_map = , map_caption = , subdivision_type = Sovereign state , subdivision_name = Kingdom of the Netherlands , established_title = Before independence , established_date = Spanish Netherl ...

being the most important ones. New markets are

Germany Germany,, officially the Federal Republic of Germany, is a country in Central Europe. It is the second most populous country in Europe after Russia, and the most populous member state of the European Union. Germany is situated betwe ...

and the

United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Europe, off the north-western coast of the continental mainland. It comprises England, Scotland, Wales and North ...

. WBM has since 1997 an exclusive

trademark A trademark (also written trade mark or trade-mark) is a type of intellectual property consisting of a recognizable sign, design, or expression that identifies products or services from a particular source and distinguishes them from others ...

s license for the name Björn Borg, which gives them the rights to produce, market and sell Björn Borg products in all countries. It bought full rights to the

at the end of 2006 for $18 million. It was after this deal, WBM changed its name to Björn Borg in 2017. The main products are in the category of

underclothes Undergarments, underclothing, or underwear are items of clothing worn beneath outer clothes, usually in direct contact with the skin, although they may comprise more than a single layer. They serve to keep outer garments from being soiled o ...

shoes A shoe is an item of footwear intended to protect and comfort the human foot. They are often worn with a sock. Shoes are also used as an item of decoration and fashion. The design of shoes has varied enormously through time and from culture t ...

, purses,

glasses Glasses, also known as eyeglasses or spectacles, are vision eyewear, with lenses (clear or tinted) mounted in a frame that holds them in front of a person's eyes, typically utilizing a bridge over the nose and hinged arms (known as temples or ...

and

perfume Perfume (, ; french: parfum) is a mixture of fragrant essential oils or aroma compounds (fragrances), fixatives and solvents, usually in liquid form, used to give the human body, animals, food, objects, and living-spaces an agreeable scent. Th ...

. The biggest Björn Borg product is

. In 2015, the company released an

advergame An advergame is a form of advertising in video games, in which the video game is developed by or in close collaboration with a corporate entity for purposes of advertising a brand-name product. While other video games may use in-game advertising (s ...

in collaboration with Isbit Games called ''First Person Lover''. It is a

first-person shooter First-person shooter (FPS) is a sub-genre of shooter video games centered on gun and other weapon-based combat in a first-person perspective, with the player experiencing the action through the eyes of the protagonist and controlling the pl ...

in which the player can customize themselves in Björn Borg branded clothing and fight using "love weapons".

Environmental record

On 13 August 2008, the Swedish newspaper ''

Göteborgs-Posten ''Göteborgs-Posten'' (lit. "The Gothenburg Post"), abbreviated GP, is a major Swedish language daily newspaper published in Gothenburg, Sweden. History and profile ''Göteborgs-Posten'' was first published in 1813, but ceased publication in 1 ...

'' reported finding high levels of the environmental estrogen nonylphenol ethoxylate (NPE) in Björn Borg underwear. Two pairs of black Björn Borg underwear, purchased from two different stores, were found to have concentrations of 860 mg NPE/kg and 490 mg of NPE/kg, respectively. At the time, NPE had already been forbidden for use within the

European Union The European Union (EU) is a supranational political and economic union of member states that are located primarily in Europe. The union has a total area of and an estimated total population of about 447million. The EU has often been des ...

because of environmental concerns, but imports of products that used NPE during manufacture were allowed. The Swedish Textile Importers Association had a recommended against the use of nonylphenol ethoxylates, and had recently proposed a limit of 250 mg of NPE/kg of textiles, whereas the Swedish Society for Nature Conservation and the Svenskt Vatten ( sv) (Sweden's municipal water service company) recommend a limit of 20-50 mg NPE/kg. Annacarin Modin, Product Manager at Björn Borg AB, was quoted as indicating that the company complied with the regulations of the Textile Importers, and that their own analysis of randomly-selected batches of underwear showed an NPE content of 120-200 mg NPE/kg. Currently (June 2017), Björn Borg AG is committing to eliminating substances of very high concern under the EU's REACH legislation (chemicals that could potentially be harmful, but are not yet proven to be so) from its supply chain, with particular focus on

phthalates Phthalates (, ), or phthalate esters, are esters of phthalic acid. They are mainly used as plasticizers, i.e., substances added to plastics to increase their flexibility, transparency, durability, and longevity. They are used primarily to soften ...

fluorocarbons Fluorocarbons are chemical compounds with carbon-fluorine bonds. Compounds that contain many C-F bonds often has distinctive properties, e.g., enhanced stability, volatility, and hydrophobicity. Fluorocarbons and their derivatives are commerci ...

, and alkylphenol ethoxylates including nonylphenol ethoxylate. In 2020, Björn Borg moved its headquarters to Frösundavik in Solna municipality.

References

External links

* {{DEFAULTSORT:Bjorn Borg (Brand) Björn Borg Clothing companies of Sweden Clothing brands of Sweden Underwear brands Sportswear brands Swimwear brands Swedish brands Companies based in Solna Municipality