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After the main European events are over, other relevantly important cities throw their own fashion weeks to celebrate their local market and to promote their domestic industry. Yesterday, Copenhagen’s own local fashion event which had Henrik Vibskov as the main attraction and also presented some truly amazing newcomers, ended. But as that one finalized, Stockholm gave birth to its own fashion week which promises to be better than ever.
Today was the formal opening day at Stockholm’s fashion week and Bjorn Borg’s own-name sportswear label had the delightful privilege of being the first brand to grace the runway. You probably remember him as one of the greatest tennis players of the last decades - or in other case as the famous tennis player who became broke and had to start selling his prizes to survive - and you probably assume that he keeps playing senior class tournaments just like many others. But that’s not the case. Instead he decided to launch his own label and try some luck in the tough fashion industry.
Even though he hasn’t go massive or anything similar yet, he sportswear label is quite famous in his homeland as well as other Scandinavian countries. His “sportswear” label portrays highly urban garments which are actually impressive. I mean, when I first found out about his label I was expecting to see the usual boring stuff; but instead I was completely amazed. There are many pieces that I would actually consider wearing when hitting the gym. The jackets are nice and hip, the sweat pants are SLIM, and he offers really short “old-school meets Stockholm” type of shorts.
After witnessing such a nicely conceived collection, I highly doubt that he is truly involved in the actual process of designing every line - his team does all the work I presume. Nevertheless, I have this crazy idea of him becoming the next Lacoste. I know this will ever happened, but it’s impossible not to compare his label with Rene’s. They were both tennis world champions, they both created sportswear labels, and they both wanted to succeed in the fashion industry.
Quite the hard thing to achieve, isn't it?
