Ben Sherman Team GB Unveil Official Ceremony Wear for Paris 2024 Olympic Games
Ben Sherman X Team GB
For the third consecutive Olympic Games, Ben Sherman has reaffirmed its role as an Official Supplier to Team GB, unveiling an elegant and dynamic collection for the Paris 2024 Olympic Games. In collaboration with Happy Socks, Ben Sherman offers a distinctive retail capsule collection, seamlessly blending British heritage with contemporary flair.
Ben Sherman Team GB Celebrating Unity and Heritage
The new collection is not just about clothing; it’s a celebration of unity and cultural heritage. Ben Sherman’s Chief Brand Officer, Rachel Terrace, emphasized the brand’s pride in continuing its partnership with Team GB, noting, “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.” This sentiment resonates through every piece in the collection, which is designed to instill pride and reflect the rich cultural heritage of the United Kingdom.
The Athletes’ Ceremonial Attire
The Opening Ceremony attire is a testament to the meticulous design and attention to detail that Ben Sherman is known for. Athletes will don a bomber jacket featuring a specially designed four-nation floral motif on the back, representing the rose, thistle, daffodil, and shamrock. This motif symbolizes the unity of the four nations within the UK. Paired with a knitted open-neck polo in classic red and blue, oxford trousers, a styling belt, suede loafers, and patterned socks from the Happy Socks collaboration, the ensemble is both stylish and symbolic.
The Closing Ceremony uniform maintains this high standard, featuring a floral shirt adorned with the four-nation motif, oxford shorts, and complementing accessories, including suede loafers and specially designed liner socks from Happy Socks.
Exclusive Retail Capsule Collection
In tandem with the athletes’ ceremonial wear, Ben Sherman has launched an exclusive retail capsule collection. This limited-edition line includes an embroidered bomber jacket, a track top with floral printed knitted tape on the sleeves, patterned and organic cotton polos, a floral printed casual shirt, and suede loafers. Each piece is a nod to the designs worn by Team GB, offering fans a chance to share in the Olympic spirit.
A highlight of the capsule collection is the collaboration with Happy Socks. This partnership brings six exclusively designed patterned socks, capturing the vibrant essence of both brands. These pieces celebrate the UK’s heritage, encouraging authentic self-expression through their bold colors and prints.
Ben Sherman Team GB is A Bright, Fresh Range
Tim Ellerton, Commercial Director at Team GB, lauded the collaborative effort behind the collection, saying, “We’ve been working closely with Ben Sherman and some of the Team GB athletes to develop the designs for the Ceremony wear over the past two years, and it’s brilliant to see them brought to life with a bright, fresh range that celebrates tradition whilst also being contemporary and fun.”
The Ben Sherman retail capsule collection, in partnership with Team GB, is now available online at bensherman.com and teamGB.com, as well as select retail locations. Follow #BenShermanTeamGB to stay updated and celebrate British pride and style alongside Team GB during the Paris 2024 Olympic Games.