Storecasting: Björn Borg Swings Into Soho

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Following Ikea and Tretorn, another Swedish brand is preparing to put its mark on our fair city. Via a reliable source, and confirmed by Crain's, we hear that Björn Borg, the eponymous athleticwear line created by tennis star Björn Borg, will be coming to the storefront vacated by gossip blog Gawker at 89 Crosby Street. Since we're not too familiar with Borg apparel, let's turn to every lazy person's favorite source of info, Wikipedia:

After he retired, Borg's marriage to the tennis player Mariana Simionescu ended in divorce, he fathered a child by another woman, and he was briefly married to the Italian singer Loredana Bertè. There were rumors of a drug overdose and an attempted suicide, both of which Borg denies, and he narrowly averted personal bankruptcy. He later bounced back as the owner of the Bjorn Borg fashion label, whose most noted advertising campaigns asked Swedes (from the pages of a leading national newspaper) to "Fuck for the Future." His label has since become second only to Calvin Klein in his home country.

Born has signed a two year sublease for the space; it should prove an interesting retail experiment, given that the location is not exactly on the beaten track and that this is his first U.S. store.
· Björn Borg serving in SoHo [Crain's]