Zlatan’s fashion label fails with big debts after selling boxers for hefty price

Former Manchester United striker Zlatan Ibrahimovic’s fashion label has been shut down after being hit by €20m losses.

Zlatan founded the fashion label in June 2016 along with the Norwegian clothing giant Varner Group.

Swedish newspaper Dagens Industri report the Los Angeles Galaxy star’s fashion company has now shut down after accumulating £17.9 million GBP losses in just two years.

Last year Zlatan promoted his underwear range in the only way he knows how – by stripping down to his pants.

But never mind the half-naked striker – it may be the price that had you wincing. The boxers certainly came with a Premier League pricetag – £17.99 each, or three for £39.99.

He also did ladies briefs as part of his A-Z range, for £12.99 a pair.

In a promotional video, Zlatan walks into a living room and asks his pal ‘Dex’: “Why am I trying on all these boxers?” to which Dex replies: “Because they are all pre-worn by Zlatan. That’s what I told everybody, that’s a selling point.

“So you got another 1.2m pairs to go.”

However, Zlatan clarified that by captioning the video: “Only half of the boxers are pre-worn by me”.

In appears even that didn’t work as A-Z has now been officially shut down and Varner Group explained the decision in a press statement.

It read: "Despite solid growth in 2017 the European sportswear effort has proved too expensive.

"Petter Varner and Zlatan Ibrahimovic agree to end their co-operation in A-Z."

The Financial Director of Varner Group, Toralf Riskild, had said last year: "2016 was the first year of the company and we had high commercialisation costs, but of course we expect improved sales and improved results.

"We knew we would not make money in the first year but the losses were higher than expected."

The brand name A-Z was based on Ibrahimovic’s journey from "Amateur to Zlatan".

Ibrahimovic, 36, has made a successful start to his career in Major League Soccer, scoring 15 goals in 19 appearances for Los Angeles Galaxy.

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