The five-time Sports Illustrated cover boy is bringing his underwear across the pond to New York City. The 52-year-old Swede, whose other business ventures include the online matchmaking ring "Love For All," is opening his first American retail boutique later this month. Said marketing director Jimmy Johansson: "This bold investment will bring us one step closer to becoming a key player in the American underwear fashion scene."
Text: Bryan Armen Graham/SI.com
Photo: Kevin Lamarque/AP