Charles Jeffrey Loverboy collaborates with Björn Borg
Swedish sports fashion brand Björn Borg has launched a limited-edition
menswear capsule underwear collection with emerging British designer
Charles Jeffrey Loverboy.
The capsule collection, which marks Jeffrey’s debut underwear
collaboration, features three limited-edition prints, ‘Scream’, ‘Squiggle’
and ‘Squirm’ that feature as all-over prints and waistband designs across
The prints were developed exclusively by Jeffery and are described as
his “second language,” and will be instantly recognisably by Loverboy fans
as a celebration of the label’s visual language.
To launch the collection Jeffery, who is also an established stylist,
teamed up with photographer Dexter Lander to produce a “colourful and
comedic” campaign to celebrate the collection.
Of the campaign, Jeffrey said in a statement: “It almost happened by
accident, but whilst on set we started realising that what we were building
was a kind of mash-up of some of the visual cues of eccentric Britishness
that I love the most: Culture Club, The Mighty Boosh, a bit of David Bowie.
What ties them all together is colour, a sense of performance, a dispensing
with gender norms. It’s a lot of things I love – remixed.”
The Björn Borg x Charles Jeffrey Loverboy collection can be found in
Björn Borg stores, bjornborg.com, Selfridges and other exclusive retailers.
Prices start at 35 pounds.
Images: courtesy of Björn Borg/Charles Jeffrey Loverboy by Dexter Lander