With a big show event and just before the London Fashion Week, Björn Borg, the Swedish underwear company, celebrated the launch of their "Get it on" collection at the Old Truman Brewery in London with a fashion show.

In collaboration with the MTV Staying Alive Foundation the collection was especially developed to raise awareness about HIV. One Euro from every item of underwear sold will go to the MTV Foundation. An extra limited edition, the tandem pant - a pair of underwear with room for two - is being sold with a 100% of the proceeds going to the MTV Alive Foundation. Arthur Engel, CEO Björn Borg: "HIV is something that affects the young people of today and it deserves all the attention it can get."

The "Get it on" collection is sold through select retailers and the Björn Borg online shop. Retail prices range from 22 Euro for mini-shorts to 50 Euro for the tandem pant.