Ben Sherman launches Team GB collection ahead of Olympic Games

By

Nigel TAYLOR

Published
May 17, 2024

The very British heritage fashion brand Ben Sherman is set to remain as an Official Supplier of Team GB for the upcoming Paris 2024 Olympic Games.

The Marquee Brands-owned business becomes the team’s supplier for the third consecutive Olympic Games, creating exclusively-designed looks for both the global event’s opening and closing ceremonies.

To celebrate and share the ceremonial looks, Ben Sherman presents them in an exclusive retail capsule collection that “reflects the fusion of British heritage and contemporary style, marking this historic occasion”. 

To commemorate this event, Ben Sherman has spotlighted four Team GB athletes for the brand’s accompanying campaign. The visual narrative “captures the unifying essence of athletes through vibrant and spirited images”, featuring Kye Whyte (BMX Racing), Jacob Peters (Swimming), Desiree Henry (Athletics), and Lola Tambling (Skateboarding). 

“It’s an honour to continue our partnership with Team GB and to connect with our global community during a historic event where we’re all uniquely united,” says Rachel Terrace, Chief Brand Officer of Ben Sherman at Marquee Brands.

Drawing inspiration from the “rich cultural heritage of the United Kingdom”, the ceremony wear and retail capsule collection are designed to “promote unity and express a sense of pride”. A notable element seen throughout is the specially designed four-nation floral motif, featuring a rose, thistle, daffodil and shamrock, representing the four nations within the UK. 

The Opening Ceremony designs feature tailored pieces for all athletes representing Team GB, including a bomber style jacket with the four-nation floral design embroidered on the back. The bomber jacket is paired with a knitted open-neck polo made from an organic cotton blend with geometric motif in classic red and blue, and Oxford trousers with a Union Flag tape waistband. The outfit includes a belt, suede loafers, and patterned socks in collaboration with Happy Socks. 

The Closing Ceremony athlete uniform features a floral shirt with the four-nation floral motif printed throughout, styled with Oxford shorts, belt, suede loafers, and Closing Ceremony liner socks, again created in partnership with Happy Socks.

The complementing retail capsule collection features pieces inspired by the official outfits. The limited-edition capsule includes an embroidered bomber jacket, a track top featuring specially made floral printed knitted tape on the sleeves, knitted patterned and organic cotton polos, a floral printed casual shirt, and soft suede loafers. Rounding out the retail capsule collection are six exclusively designed patterned socks in collaboration with Happy Socks.