Swedish underwear champion Bjorn Borg and The MTV Staying Alive Foundation announced a new global partnership which will see the two brands ‘Get It On’ to help combat the spread of HIV through the launch of an underwear range. The BJORN BORG ‘Get It On’ collection launches on 15th August and proceeds will go towards the MTV Staying Alive Foundation’s work.
Of the 2.5 million new HIV infections in 2011, 45% were in the 16-24 age group and AIDS is the leading cause of death in women of reproductive age (15-49) and the second most common cause for young men.
Arthur Engel, CEO of Bjorn Borg, commented: “HIV is something that affects young people of today and it deserves all the attention it can get. By supporting the MTV Staying Alive Foundation we want to raise awareness and help to get the message across to the young crowd.”
The special edition pants feature a kamasutra print available in two colourways for him and her through selected retailers from 19th August. One Euro for every underwear garment will be donated.