Björn Borg unveils Robyn collab at Browns East

By

Sandra Halliday

Published
Feb 17, 2019

Swedish sports brand Björn Borg has chosen London Fashion Week to unveil its exclusive capsule collection with international pop star Robyn and staged a global launch event at Browns East in Shoreditch, London, on Friday, followed by an after party where Robyn and special guests were DJs.

The collection launched at the store on Friday and the first 25 consumers  who made a purchase also got tickets to the party.

The unisex collection includes “edgy sportswear, workwear and street fashion” and goes by the name of RBN. It was developed by Robyn, plus stylist Naomi Itkes and Björn Borg’s own design team with the result being a 23-piece clothing offer in different colourways. The company was at pains to point that unisex really does mean that with pieces being “non-gender specific.”

“Inspired by some of Robyn’s favourite garments and some of the pieces in Björn Borg’s archive dating back to the 80s,” it offers full looks with fleece hoodies, tracksuits, polo shirts, underwear and socks.

“RBN reflects my love for street style and how it’s signalled in youth culture. I thought it would be cool to make gear that I can wear both to go out running and clubbing in,” Robyn said.

Meanwhile, the company’s design director Mija Nideborn added that the collection "really captures what Björn Borg is all about – a contemporary fusion of sportswear and fashion. It is Robyn’s creative vision mixed with our brand DNA, a flirt with the street fashion of today.”

And as part of the support program behind the launch, there’s also Robyn’s new music video featuring her song Send to Robin Immediately in which the players are all wearing pieces from the collection.