Björn Borg “The True Story” Boxers
by Adriano Batista
In the late 80’s, a group of people embarked on a journey to design the best pair of underwear ever. Hard work and an unseen attention to detail led to a pair of shorts that offered the perfect fit. Men turned religious, sales sky rocketed. It lasted for a decade. Today, the time is right for the Classic Boxer to be enjoyed by a new generation of underwear connoisseurs.
The Björn Borg Classic Boxer model 3201 enjoyed an unparalleled success throughout the better part of the 90’s, but current trends dictated a more colourful fashion and the model was taken out of production. But there was an itch. An itch within the Björn Borg design team to get the true heritage out there again. The True Story. In the name of true craftsmanship, of classic style and of the perfect fit, model 3201 is re-launched, back in shelves in the beginning of October.
The update, named The True Story, still enjoys the ultimate fit from before, but the quality is upgraded to 100% American Pima Cotton; a superior fibre with extra softness and durability. The product comes in a textile book cover box to tell the story of attention to detail.
“When our Classic Boxer was launched, there was nothing similar out there, at least not in the Swedish market; Y front briefs and minis were the ruling trend. We couldn’t even have dreamt of the success that the new boxer actually became. We are very excited to launch this again”, comments James Lee, Head of Design, Björn Borg AB.
The True Story will be found in carefully select premium retail outlets in seven markets (Sweden, Norway, Denmark, Finland, UK, Holland and Belgium) from the end of October, as well as through the Björn Borg web shop at bjornborg.com from October 15, 2015.
Topman Launch Duckie Down Jacket Range
Wood Wood Fall/Winter 2015 Editorial
Kayden Hesketh photographed by James Garrow and styled by Lewis Stratton, in exclusive for Fucking Young! Online.
Jacquemus’ new campaign, La Croisière, takes us on a quiet escape along the Nile.
Summer just got brighter. MR PORTER just dropped the new LOEWE x Paula’s Ibiza HS25 capsule, a collection that feels like a never-ending vacation.
Kirill Karpenko photographed by Igor Vavilov and art-directed by Daniil K, in exclusive for Fucking Young! Online.
French fashion house CELINE joins the Osaka-Kansai 2025 World Expo with its temporary exhibition “CELINE MAKI-E”.
Temple of Love marks Palais Galliera’s first exhibition in Paris devoted to the work of avant-garde fashion designer and cult figure Rick Owens.
NBA star Jaylen Brown’s brand, 7uice, has teamed up with NAMESAKE for a new capsule collection called INTELLECTUAL CLUB.
A confirmation that many of us have been waiting for.
Dominic Albano started with luxury underwear—simple, sexy, and well-made. Now, he’s bringing that same vibe to swimwear.
Balenciaga unveiled its new High Summer campaign, shot by Roe Ethridge.
Prada’s Days of Summer campaign feels like a pause, a deep breath of salt air.
In the haze of golden hour and the soft chaos that is Coachella’s opening weekend, GUESS JEANS made its triumphant return to the desert — and let’s just say, it didn’t come quietly. For the fourth year… »
The Limit Does Not Exist was a collision of clothes, music, and performance, all vibrating at the same frequency.
For the first time, Converse and Kenzo are joining forces, mixing classic American cool with Kenzo’s vibrant energy.
This season marks a shift toward sharper structure and technical precision, but without losing the experimental edge that defines the label.
Lick the Star is a film, a feeling, a love letter to the way pop culture lingers—half memory, half dream. And like Room 79 itself, it lingers long after you’ve left.
Indelicato revisits shapes and styles that matter to him, turning them into something almost ritualistic.
Paris has long been the backdrop for romance, and now two brands are bringing that intimacy from the city’s streets straight to the bedroom.
Designed by Johnny Lu and printed on Munken paper, the book is a deep dive into what makes Aries stand out.
Dutch designer Duran Lantink becomes the new Creative Director of French fashion house Jean Paul Gaultier.
MM6 Maison Margiela and Salomon are back with another collaboration, this time for SS25.
Unlike traditional grants or one-off prizes, this is a comprehensive two-year accelerator that provides runway production, mentorship, retail access, and a high-profile collaboration to set designers up for long-term success.
Dominik Dorner captured by the lens of Santiago Neyra, in exclusive for Fucking Young! Online.
With a year full of surprises, the renowned French streetwear brand Bensimon is celebrating its 45th Anniversary.
In an era of disposable fashion, JAK sneakers offer something different: understated quality that lasts.
Cities change, and so do the people who live in them. wetheknot’s new seasonal capsule, Goodbye Lisbon, is built on that tension—between the city we know and the one we hope to see.
Real magic happens with Primavera a la Ciutat, the week-long spillover of concerts taking over the city’s best venues—and the schedule just dropped.
Lejs Ibrahimovic styled himself for this exclusive Fucking Young! story captured by the lens of Julian Freyberg.
Summer isn’t just a season—it’s a feeling. That’s the idea behind LOEWE’s Paula’s Ibiza 2025 collection.
Curated by F. Delétrain, the project blurred the line between joke and critique.
