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Would You Buy Underwear from This Man?

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Are you between the ages of 15 and 30? Do you have “a fashionable sense”? If so, then Björn Borg would like to sell you some underwear. Now living in Monte Carlo, the 52-year-old Swedish tennis legend helms (or at least lends his name to) a $370 million Stockholm-based brand empire founded on underwear. And while the Björn Borg online Underwear Shop notes that it does not currently ship to the United States “due to quota restrictions on exports to the U.S. of garments manufactured in China,” the company plans to enter the U.S. market in August, reports Women’s Wear Daily, as it strives to become a “global fashion brand.”

“I wanted to create comfortable underwear for daily use, suitable for an active lifestyle,” Borg told WWD. Michael Mohn, manager of the company’s U.S. operation, described the Björn Borg target customer as someone “young, averaging 15 to 30, who has a fashionable sense and wants to make a statement wearing the underwear.” A Diesel-like racy insouciance comes across in the company’s website, parts of which resemble a Swedish-accented commercial for Orbit chewing gum. Our favorite part is the “Ask Björn Borg” section, in which we learn that BB has a golden retriever named “Lipton,” prefers to start the day with “sandwiches with eggs and ham,” and describes himself as “the first tennis player to wear fashionable clothes without really knowing it.”

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