The Swedish clothing company Björn Borg have a new management. It seems they’re crazy. The first thing they did was to discard their old website and create a completely new one. You just don't do that. Websites are big and expensive things. You update them - carefully. Not like Björn Borg: they tore everything down and remade their website into some kind of "digital shrine in honour of the store, brand, and person Björn Borg".

But okay, it's not all that bad when you think of it. You can shop underwear, check out the new collections or dream yourself back to the golden years of the late seventies, when Björn Borg was the world's greatest tennis star.

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