• Sweden's news in English

Swedish actor backs 'jocks for well hung men'

Peter Vinthagen Simpson · 16 Oct 2009, 14:16

Published: 16 Oct 2009 14:16 GMT+02:00

Facebook Twitter Google+ reddit

Persbrandt has recently announced his intention to launch a career as a businessman and first up is a stab at the Swedish underwear business, a field previously dominated by athletic icons Björn Borg and Börje Salming.

Macho male lead Persbrandt is not however afraid of the locker room competition and is set to put his name to the Frigo brand in time for the Christmas season campaign.

"A jock for well-hung men in need of elegant Christmas presents," is how the actor described the item in an interview with the Dagens Industri (DI) newspaper.

The actor, who is soon set to launch his Hollywood career in Susanne Bier's "Civilization", the Danish director's follow up to "Things we lost in the fire", told the newspaper that he had invested a sum sufficient to claim a seat on the board of Revolution Wear, the clothing firm behind the sturdy underwear.

The firm owns a patent for the design of male underwear incorporating a sort of draw string pouch enabling the wearer to keep their "crown jewels" in a tidy fashion.

The figure-hugging jocks are claimed to be popular among cyclists and racing drivers as the unique design helps to minimise chafing and the build up of sweat.

Persbrandt however rejected the suggestion that the underwear were a form of push-up "wonder pant."

"If you have that problem then you can always ease in a pair of woolly socks instead," Persbrandt suggested to DI.

Story continues below…

The underwear it seems will not only give support to its male bearer but UN children's charity Unicef also stands to benefit from burgeoning sales, with a promised donation per item sold.

Mikael Persbrandt is a Unicef global ambassador.

The 46-year-old actor confirms that he is considering several further investments as he seeks to balance a budding international film career and life as a hands-on family father.

Peter Vinthagen Simpson (news@thelocal.se)

Facebook Twitter Google+ reddit

Your comments about this article

17:34 October 16, 2009 by CaConi
I'm sorry, but "Push-up wonder pant" is the funniest thing I've heard all day! ;)
21:30 October 16, 2009 by believe
I think that Mikael Persbrandt needs to take his "Push-up wonder pants" to the ExtenZe Infomercial's in the U.S. If they can sell that load of crap to male viewers, surely they will need new underwear too! I love it that men are finally getting exploited in a demeaning way...the way it's been done to women for years!
22:09 October 16, 2009 by Gwrhyr
Is the Local really trying to aspire to be the English-language Aftonbladet? If so, it succeeds... very much.
05:07 October 17, 2009 by Marc the Texan
Aftonbladet aspires to be The Sun
20:29 October 19, 2009 by mkvgtired
CaConi, I have to add "burgeoning sales" to the list as well. I am not sure if the pun was intentional but LOL!!
Today's headlines
More misery for Ericsson as losses pile up
Ericsson interim CEO Jan Frykhammar presenting its third quarter results. Photo: Claudio Bresciani/TT

The bad news just keeps coming from the Swedish telecoms giant.

Facebook 'sorry' for removing Swedish cancer video
A computer displaying Facebook's landing page. Photo: Christine Olsson/TT

The social media giant had censored a video explaining how women should check for suspicious lumps in their breasts.

Watch this amazing footage of Sweden’s landscapes
A still from the aerial footage of Sweden. Photo: Nate Summer-Cook

The spectacular drone footage captures both Sweden's south and the opposite extreme, thousands of kilometres north.

Sweden could be allowed to keep border controls: EU
Police ID checks at Hyllie station in southern Sweden. Photo: Stig-Åke Jönsson/TT

Sweden could be allowed to keep ID controls on its border with Denmark beyond the current end date of November, following discussions among EU leaders in Brussels last night.

Why women in Sweden will work for free by November
File photo of a woman working in a Swedish office. Photo: Anders Willund/TT

A new study into the gender pay gap suggests Sweden still has some work to do.

Look familiar? Meet your jawbone's ancestor
Thank God for evolution, eh?

There's something fishy about the human jawbone – it has its origins in the placodermi, a jowly species of fish that lived 400 million years ago, Swedish and Chinese researchers say.

Isis claims unremarked arson attack in Malmö
The arson attack took place on Norra Grängesbergsgatan in Malmö. File photo: Emil Langvad/TT

An arson attack in Malmö that caused only minor damage and was barely reported in the media has been claimed by terror group Isis.

How to make autumnal Swedish apple cake
Photo: SwedishFood.com

This tasty cake is an autumn staple in Swedish cafés. Why not make it yourself!

Facebook slammed for cutting Swedish breast cancer video
File photo of the landing page of the Swedish version of Facebook. Photo: Christine Olsson/TT

The social media giant removed a breast cancer awareness video because it deemed the images "offensive," according to the Swedish Cancer Society.

Pastor rapped for depicting rival as Nazi in church play
A different pastor. Photo: Christine Olsson/TT

The pastor allegedly found it funny.

Sponsored Article
This is Malmö: Football capital of Sweden
Analysis & Opinion
Are we just going to let half the country die?
Sponsored Article
Where is the Swedish music industry heading?
Angry elk chases Swede up a lamp post
The Local Voices
'Alienation in Sweden feels better: I find myself a stranger among scores of aliens'
Blog updates

6 October

10 useful hjälpverb (The Swedish Teacher) »

"Hej! I think the so-called “hjalpverb” (auxiliary verbs in English) are a good way to get…" READ »


8 July

Editor’s blog, July 8th (The Local Sweden) »

"Hej readers, It has, as always, been a bizarre, serious and hilarious week in Sweden. You…" READ »

Sponsored Article
7 reasons you should join Sweden's 'a-kassa'
People-watching: October 20th
Sponsored Article
Why you should 'grab a chair' on Stockholm's tech scene
The Local Voices
A layover at Qatar airport brought this Swedish-Kenyan couple together - now they're heading for marriage
Swede punches clown that scared his grandmother
Fans throw flares and enter pitch in Swedish football riot
Sponsored Article
Stockholm: creating solutions to global challenges
Could Swedish blood test solve 'Making a Murderer'?
Sponsored Article
Swedish for programmers: 'It changed my life'
Property of the week: Linnéstaden, Gothenburg
Swedish school to build gender neutral changing room
Sponsored Article
Top 7 tips to help you learn Swedish
People-watching: October 14th-16th
Sponsored Article
How to vote absentee from abroad in the US elections
Man in Sweden assaulted by clowns with broken bottle
Nobel Prize 2016: Literature
Sponsored Article
'There was no future for me in Turkey'
Watch the man who discovered Bob Dylan react to his Nobel Prize win
Sponsored Article
‘Extremism can't be defeated on the battlefield alone’
Record numbers emigrating from Sweden
Sponsored Article
Stockholm: creating solutions to global challenges
People-watching: October 12th
Sponsored Article
Why you should 'grab a chair' on Stockholm's tech scene
The Local Voices
'Swedish startups should embrace newcomers' talents - there's nothing to fear'
Sponsored Article
'There was no future for me in Turkey'
How far right are the Sweden Democrats?
Sponsored Article
Where is the Swedish music industry heading?
Property of the week: Triangeln, Malmö
Sponsored Article
Last chance to vote absentee in the US elections
Sweden unveils Europe's first elk hut
People-watching: October 7th-9th
The Local Voices
Syria's White Helmets: The Nobel Peace Prize would have meant a lot, but pulling a child from rubble is the greatest reward
Missing rune stone turns up in Sweden
Nobel Prize 2016: Chemistry
People-watching: October 5th
Must-watch: Incredible time-lapse video of Northern Lights in Sweden
The Local Voices
Why this Russian developer is committed to helping refugees - with tech
jobs available