As you might have guessed, I’m Swedish (well, half Swedish). Ours is a modest nation, and we don’t boast about too many international icons but one of the country’s spirit-rallying figures is undoubtedly Björn Borg; we all get behind his legendary accomplishments even though they took place long before many of our births. He’s almost the personification of the Swedish flag to the nation; a great ambassador for our national achievements.
With that in mind, it was with enormous excitement that I was recently contacted by the Björn Borg clothing line, popularised in the UK for its adventurous and quirky underwear, but very much under-appreciated for its heavyweight performance sportswear credentials. They invited me along to their SS14 press event (hosted at the Piccadilly showroom, and staffed mainly by tall, striking models – sigh), and offered some new-season samples to be reviewed. This is a dangerous juncture, and I must declare a waiver of my strict impartiality for this – I feel a certain bias, especially when the clothes’ colours are blue and yellow ;)! Read my thoughts HERE: