Team GB has announced it has secured a multi-year deal with brand Ben Sherman as official partner to create all formal wear worn by the team during the opening ceremony of Tokyo 2020.
The designer takes over the job from Stella McCartney, who has designed clothing for British Olympians since 2012. Ben Sherman previously dressed Team GB at Athens in 2004.
In recent years it’s been commonplace for major fashion brands to dress Olympians. The 2016 Games in Rio saw the USA team dressed in Ralph Lauren and Italian team dressed in Giorgio Armani, as well as Christian Louboutin designing for Cuba, Lacoste for France, and H&M for Sweden.
Tim Ellerton, commercial director at the British Olympic Association (BOA), said: “Ben Sherman is a heritage brand synonymous with British fashion and having worked together for Athens 2004, they know what Team GB means in this country.”
Mark Williams, creative director at Ben Sherman, added: “It’s absolutely amazing for the brand to represent Team GB at the Olympics. For over five decades the Ben Sherman brand has been steeped in British youth and style culture, I am honoured to be tasked with creating this collection.”