© Ella Ling

Borg Borg underwear

Bjorn Borg's glow-in-the-dark underwear

Underwear by Bjorn Borg
“Kill the lights and burn some human energy. The night time just got some more fun time. Sexy, sexy, boom, boom.” No, not a line from Sacha Baron Cohen’s Bruno, but from the promotional material for the glow-in-the-dark underwear which Bjorn Borg’s clothing company will be selling from February. While older tennis fans may only know Borg for his tennis, for being the emotional flat-liner who won five Wimbledons and six French Opens, the younger crowd also know him for his pants.
For having a pants company which likes to shock; you have to respect any organisation which manages to persuade John McEnroe to be involved in the sale of underwear – as one fashion commentator put it, their age-old bromance took over the world of men’s knickers last season with the ‘Bjorn hearts John’ campaign. And now Bjorn Borg, who make a tennis range, have produced a range of luminous underwear, and all those who wear these briefs – they are available for men and women – will be supposedly be doing their bit for the environment. “The answers in a public poll, along with a general ecological trend, inspired Bjorn Borg to introducing glow-in-the-dark underwear,” the company said. “Fun in the dark is both sexy and ecological. Who needs lights when you can have glow-in-the-dark underwear?”