Björn Borg (brand)

Björn Borg AB is a Swedish apparel fashion brand named after the former professional tennis player of the same name. The company was formerly named World Brand Management (WBM), and has stores in seven European countries, with Sweden and the Netherlands being the most important ones. New markets are Germany and the United Kingdom.

WBM has since 1997 an exclusive trademarks license for the name Björn Borg, which gives them the rights to produce, market and sell Björn Borg products in all countries. It bought full rights to the trademark at the end of 2006. The main products are in the category of underclothes, shoes, purses, glasses and perfume.

The company has also created a game in collaboration with Isbit Games called First Person Lover in order to promote their clothes. It is a first person shooter in which the player can customize themselves in any of Björn Borg's clothing. The plot centers around the player removing hatred from various areas with weapons of love while curing people who have been consumed by hate, called haters. The game is available to play on pc.

The biggest[1] Björn Borg product is underclothes.

Environmental record

On 13 August 2008, the Swedish newspaper Göteborgs-Posten reported finding high levels of the environmental estrogen nonylphenol ethoxylate (NPE) in Björn Borg underwear.[2] Two pairs of black Björn Borg underwear, purchased from two different stores, were found to have concentrations of 860 mg NPE/kg and 490 mg of NPE/kg, respectively. At the time, NPE had already been forbidden for use within the European Union because of environmental concerns, but imports of products that used NPE during manufacture were allowed. The Swedish Textile Importers Association had a recommended against the use of nonylphenol ethoxylates, and had recently proposed a limit of 250 mg of NPE/kg of textiles, whereas the Swedish Nature Conservation Association (sv) (SNF) and the Svenskt Vatten (sv) (Sweden's municipal water service company) recommend a limit of 20-50 mg NPE/kg.[2] Annacarin Modin, Product Manager at Björn Borg AB, was quoted as indicating that the company complied with the regulations of the Textile Importers, and that their own analysis of randomly-selected batches of underwear showed an NPE content of 120-200 mg NPE/kg.[2]

Currently (June 2017), Björn Borg AG is committing to eliminating Substances of Very High Concern under the EU's REACH legislation (chemicals that could potentially be harmful, but are not yet proven to be so) from its supply chain, with particular focus on phthalates, fluorocarbons, and alkylphenol ethoxylates including nonylphenol ethoxylate.[3]

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References
  1. "Archived copy". Archived from the original on 2015-02-27. Retrieved 2015-01-29.CS1 maint: archived copy as title (link)
  2. Ekstrand, Lena (13 August 2008). "Skyhöga halter av miljögift. Det blev resultatet när GP Konsument lät analysera Björn Borg-kalsonger. Giftet är förbjudet inom EU, men tillåtet i importerade textilier". Göteborg Posten. Retrieved 25 June 2017.
  3. "Sustainability > Textile processing > Chemicals". Björn Borg AG. Retrieved 25 June 2017.
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