UNITE THE COUPLE FOR THE RIGHT TO MARRY FOR LOVE
Swedish fashion brand opens up for a digital way to generate Nudeclear energy and take an active stand for more love in the world on the site unitethelovers.com. For each couple united online, Björn Borg supports the voluntary organisation Love Commandos with means to shelter Indian lovers in need of protection.
Why? Because love is a privilege that far from all couples can afford. When arranged marriage is the ruling tradition, the rebels choosing love before tradition often face brutal consequences.
“Nudeclear power is the energy generated when wearing our products. In this campaign we enable people to generate this energy for a good cause. We believe in everyone's right to love whoever they choose and Love Commandos really make a difference in this respect, it was the perfect match”, says Lina Söderqvist, Marketing Director, Björn Borg AB.
In today’s India, arranged marriages are still the ruling tradition. According to UNICEF, as many as 90% of all marriages in India are arranged by parents. Potential marriage partners are vetted on the basis of, for instance, their caste, complexion, and horoscope.
Love being literally a matter of life and death, Indian voluntary organisation Love Commandos offer a refuge – shelter and a chance to wed your true love. Founded in 2010, Love Commandos receives an average of 300 calls per day and has to date helped 23 000 couples, offering seven shelters in New Delhi and NCR (National Capital Region) as well as over 200 shelters around the country.
“In every nook and corner of this country there are couples under threat. Women suffer the most. They have to bear much more torture, agony, abuse, beating and even killing, because we live in a male-dominated society, a chauvinistic society. Our society does not accept love. There is a social stigma involved in a boy and girl in love", comments Sanjoy Sachdev, Chairman of the Love Commandos.
Pernilla Johansson, phone: +46 850 66 55 13
E-mail: pernilla.johansson@bjornborg.com
ABOUT BJÖRN BORG: The Group owns the Björn Borg trademark and its core business is underwear. It also offers sportswear and fragrances as well as footwear, luggage & bags and eyewear through licensees. Björn Borg products are sold in around thirty markets, of which Sweden and the Netherlands are the largest. The Björn Borg Group has operations at every level from branding to consumer sales in its own Björn Borg stores. In total, there are 38 Björn Borg stores, of which 17 are operated in the Group. Total sales of Björn Borg products in 2013 amounted to around SEK 1.5 billion at the consumer level. Group net sales amounted to SEK 499 million in 2013, with 159 employees. The Björn Borg share has been listed on NASDAQ OMX Nordic in Stockholm since 2007.
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