This is the menswear collaboration that puts an end to various misconceptions around sustainable fashion.
Swedish sports and underwear brand Björn Borg is to many mainly known for its iconic mens underwear – colourful patterns and the signature waistband with Björn Borg written in large capitals. And when partnering with Stockholm sustainable menswear store Adisgladis.se, this is what they focused on, but this time doing it better by using hemp and organic cotton. Björn Borg will of course need to continue this work to ensure all collections are eco friendly, but at least it’s a positive step.
Ultimately, what’s been done through this collaboration, is a creation of the same loved piece of clothing, but a better version of it, making the transition as smooth as can be. It’s showing that sustainable fashion doesn’t have to be complicated or different – any consumer / clothes wearer / fashion addict / lazy shopper, can continue buying and using the same things they normally buy and use, but it’ll be better for the planet.
Through these collaborations and innovations we can also get rid of – once and for all – the thought that eco fashion can’t be ‘normal’, that we have to dress in leaves if we want to use natural materials. But actually, here we’re shown that even a material like hemp – that’s had its fair share of bad press – can be as trendy as anything. And by sticking to strong colours and exciting patterns, we’re also leaving the misconception of eco friendly fashion only coming in various shades of beige or brown.
It’s showing what sustainable fashion can and should be – the same but better.
p.s I got these as a present for my boyfriend and he confirms that they feel just as great as the old kind 🙂