Swedish sports fashion brand Björn Borg recently dropped its new collaboration, a limited edition collection with fashion designer Liam Hodges.
Hodges has been labeled as a designer for “the mad and bad ones,” with influences drawn from the modern male subcultures, English Paganism, Hip-Hop, Skatewear and Post-Punk. His approach to fashion and his British heritage has made him a popular figure in fashion.
Since 2013, Hodges has been running his own luxury streetwear brand. The collaboration is his first in underwear.
“With the prints, I wanted to build on the identity of Liam Hodges outside of seasonal narratives and direction,” Hodges said. “The focus was on the brand identity and creating what felt like cut and paste collages with a marker pen. The focus was on presenting something hand drawn and ‘real world,’ with all its mess and complications.”
The prints of the collection – Scriler, Tag and Cracked – are inspired by the brands’ earlier,
often mono chromatic, approach to graphics, and they have been created through both analogue and digital means. The collection can be found in Björn Borg stores, on its website, Selfridges and other exclusive retailers.
