Swedish Underwear Collection Raises HIV/AIDS Awareness


Swedish underwear brand, Björn Borg, is no stranger to standing up for a cause. In early October, Queerty reported about a pro-LGBT ad that the brand placed in the Moscow Times. “The advert is a way for us to reach Russian influencers,” Lina Söderqvist, the brand’s marketing director, said. “Björn Borg as a brand has always advocated equality on all levels.”

Today, we are introducing another cause the brand is passionate about: raising awareness for HIV/AIDS. The brand is teaming up with MTV’s Staying Alive Foundation by donating one euro from every item sold from the brand’s limited edition “Get It On” collection.

The MTV Staying Alive Foundation promotes extending HIV education and building up young leaders to dedicate their time to prevention work in various communities.

”HIV is something that affects young people of today and it deserves all the attention it can get,” said Arthur Engel, CEO of Björn Borg. “By supporting the MTV Staying Alive Foundation we want to raise awareness and help to get the message across to the young crowd.”

The Björn Borg “Get It On” range features a design the company calls “camo sutra,” inspired by Japanese erotic art called Shunga. The collection features briefs, trunks, and boxer briefs. It also features a special tandem underwear, which can fit two people. All profits made from the Tandem pair of underwear will go directly toward the fight against HIV.

For more information about the “Get It On” collection, check out the video below then head on over to The Underwear Expert to find out how to get involved.

Video/Photo Credit: Björn Borg