Björn Borg x MTV Staying Alive Foundation
Swedish brand Björn Borg have made a name for themselves with their colourful and vibrant underwear. In this latest venture, the label has teamed up with the MTV Staying Alive Foundation to create three limited edition underwear designs.
The ‘Get it On’ range is developed to raise awareness around HIV/Aids, which disproportionately affects young people around the world. There were 2.5 million new HIV infections last year and currently Aids is the second leading cause of death among young men – so it a very important issue right now and this collection is taking steps to get the message across.
The limited edition collection features two trunk designs: one short and one slightly longer in a specially designed ‘kamasutra’ print, which is available in monochrome and multi-colour options. Both trunks feature a black/green waistband with the Björn Borg branding.
The ‘Get it On’ slogan also features on the underwear’s waistband as a fun and playful way to promote safe sex. Though the issue is serious, Björn Borg have tried to make the collection fun and upbeat. With this in mind, the collection also offers a tandem brief, which is designed to be worn by two people – impractical but a very tongue in cheek piece.
Overall, the collection gets a serious message across using something we all wear everyday. Charity aside, the designs are fun and come in a stylish print and cut that will ensure you look great whilst doing your bit to raise awareness.
The ‘Get it On’ collection is priced from £20 to £50 for the tandem briefs – with €1 (or £ equivalent) from each pair sold going to MTV’s Staying Alive Foundation – and will be available from Selfridges and bjornborg.com.
Björn Borg ‘Get It On’ Video
A film on the collaboration has been released by Björn Borg: