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Barbara Santamaria Published
September 4, 2025
Björn Borg’s heritage as a sports and tennis brand and future as an innovator collided in a see-now, buy-now fashion show held at The Royal Tennis Hall in Stockholm on Thursday.
The Swedish fashion brand presented its new 'Signature Collection' - inspired by Björn Borg himself and 1970's sportswear - alongside the main Fall Winter 2025 collection.
The retro silhouettes of the Signature Collection and the futuristic performance of the Fall Winter range epitomised the past and the future, whilst creating a new narrative for the fashion brand.
“This show emphasised what Björn Borg is all about and was an empowering statement for us. Contemporary and prospective, yet true to our DNA and the legacy as a tennis and sports brand. We wanted to state our position as the ultimate fashion sports brand,” said Jonas Lindberg Nyvang, Global Marketing Director at Björn Borg.
With tracksuits in bold colours, sweatbands and sneakers, the Signature Collection focused on retro sportswear while the seasonal collection turned the spotlight on advanced technical active wear.
The Signature Collection is now available for purchase.