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 and the Netherlands being the most important ones. New markets are Germany and the United Kingdom. WBM has since 1997 an exclusive

trademark A trademark (also written trade mark or trade-mark) is a form of intellectual property that consists of a word, phrase, symbol, design, or a combination that identifies a Good (economics and accounting), product or Service (economics), service f ...

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 Underwear, underclothing, or undergarments 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 clothing from being soiled ...

shoes A shoe is an item of footwear intended to protect and comfort the human foot. Though the human foot can adapt to varied terrains and climate conditions, it is vulnerable, and shoes provide protection. Form was originally tied to function, but ...

, purses,

glasses Glasses, also known as eyeglasses (American English), spectacles (Commonwealth English), or colloquially as specs, are vision eyewear with clear or tinted lenses mounted in a frame that holds them in front of a person's eyes, typically u ...

and

perfume Perfume (, ) is a mixture of fragrance, fragrant essential oils or aroma compounds (fragrances), Fixative (perfumery), fixatives and solvents, usually in liquid form, used to give the human body, animals, food, objects, and living-spaces an agre ...

. The biggest Björn Borg product is

. In 2015, the company released an

advergame An advergame (portmanteau of "advertisement" and "video game") 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. Whil ...

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

first-person shooter A first-person shooter (FPS) is a video game genre, video game centered on gun fighting and other weapon-based combat seen from a First person (video games), first-person perspective, with the player experiencing the action directly through t ...

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 (), abbreviated GP, is a major Swedish language, Swedish-language daily newspaper published in Gothenburg, Sweden. History and profile was first published in 1813, but ceased publication in 1822. It re-appeared in 1850. Publication seven day ...

'' 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 union, supranational political union, political and economic union of Member state of the European Union, member states that are Geography of the European Union, located primarily in Europe. The u ...

because of environmental concerns, but imports of products that used NPE during manufacture were allowed. The Swedish Textile Importers Association had 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,

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

, 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