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 collection.

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