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Charles Jeffrey Bjorn Borg underwear
Photography Dexter Lander

London designer Charles Jeffrey wants you in his pants

The LOVERBOY founder has teamed up with Bjorn Borg to create a new line of underwear

Since breaking onto the London fashion scene back in 2014, OG LOVERBOY Charles Jeffrey has gone about creating a wildly vivid, utopic world for himself and his ‘darling little sillies’ – a community of non-conforming, tartan-wearing misfits intent on taking on the establishment when it comes to sexuality and gender.

Now, he's set to expand that universe just a little further, with a new line of pants designed in collaboration with Bjorn Borg.

“I have a real fondness for good underwear, it says so much about you,” explains Jeffrey of the collection, all of which bear his signature, offbeat illustrations. “The collection is about being authentic and bold, thus the Bjorn Borg line is laced with my drawings.”

Also released today is the collection’s accompanying campaign, as shot by Dexter Lander. For this, the designer drew on some of London’s most iconic outsiders – David Bowie, Culture Club, and Howard Moon and Vince Noir of The Mighty Boosh – harnessing their uniquely chaotic energy into a series of images.   

So will Jeffrey be wearing his own designs? Obviously: “I’ll be in all three of them at once,” he jokes. “And now you too can live in your own colourful crotch fantasy.”

The collection is available online now at Selfridges.