Former tennisman Bjorn Borg has teamed with the MTV Staying Alive Foundation to launch 'Get It On,' a new line of underwear with a social message.
'Get It On' will combat the spread of HIV by promoting safe sex, donating one Euro to the MTV Staying Alive Foundation for each underwear sold.
Even better: If you buy a tandem pant (a risque pair of underwear with room for two, as shown here by models Jarrod Scott and Amanda Booth), Bjorn Borg will give 100% of the proceeds to the Foundation.
"Since our brand reaches a young audience, we felt this was a natural project to get involved with and join the fight in raising awareness for HIV," said James Lee, head of design at Bjorn Borg.
The 'Get It On' collection features a geometric Kama Sutra print and is available in multicolor or black and white at theBjorn Borg website. Pick up a pair and spread the word by using the hashtag #getiton.
Check out the Bjorn Borg SS14 Runway at London Fashion Week and listen to Lee discuss 'Get It On' in the video below: