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After winning eleven Grand Slam titles in the seventies and eighties, tennis legend Björn Borg retired and launched this cheeky, brightly patterned underwear line. (Store clerks speculate that he wore a lucky pair of briefs during matches.) This is the first U.S. flagship for the label, which already enjoys a following in Europe. The 600-square-foot space pays proper homage to its founder, with a cherry-red Ping-Pong table in the center and a backdrop of blown-up black-and-white photos from Björn’s glory days on the court. The walls are lined with Skittle-colored underwear in more than 40 prints and shades; elastic bands are variously printed with “Björn Borg” or silhouetted tennis balls. The bottoms come in four styles for men and four for women, from $24 Lycra briefs to $45 satin short-shorts. One best-selling pair printed with eight balls and dice is purported to bring luck, but not the kind Björn found at Wimbledon—the packaging reads, “If you put them on, we promise that someone else will take them off.” — Lauren Murrow