Swedish underwear producer Bjorn Borg and the MTV Staying Alive Foundation rolled out its programme today (12th September) in the UK with a press conference following their first presentation in Selfridges underwear department earlier in the day. This evening sees a party at the Old Truman Brewery – more to follow on that! The BB Get It On Collection has been developed to raise awareness around HIV (with 1 Euro going towards the Staying Alive Foundation and the Limited Edition Tandem Pant guaranteeing 100% of proceeds).
Georgia Arnold, Executive Director of MTV Staying Alive Foundation, commented in interview: “A lot of our ideas and values coincide with the Bjorn Borg company. Our audience think about music, fashion, dating and sex. It is our responsibility to raise funds and awareness.” Arthur Engel, CEO of Bjorn Borg added: “our ideas align well as the Bjorn Borg brand is about innovation, responsibility and seduction and we are delighted to be able to work internationally with MTV Staying Alive.”