"To win big, you must dare to lose bigger". The Swedish clothing brand was founded in Stockholm in 1984, 3 years after the eponymous Bjorn Borg retired from tennis at the age of 1981. Already established in the world of sports apparel, Bjorn Borg underwear launched into the world of men's underwear in 1993 and soon led the trail blaze with its explosive prints and vibrant patterns.
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