- Angela Gonzalez-Rodriguez
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New York – Stella McCartney has passed the (fashion) baton down to
fellow British Ben Sherman to dress the British Olympic team going to
Tokyo 2020. Team GB has announced it has just secured the British
clothing brand Ben Sherman as an official partner on a multi-year
deal.
Ben Sherman will create an exclusive formal wear to be worn by all
Team GB athletes during the opening ceremony of Tokyo 2020. The brand
is taking over from Stella McCartney, who has dressed Olympians
representing the UK since 2012.
Explaining the reasons behind this choice, Tim Ellerton, commercial
director at the British Olympic Association (BOA) said in a statement
that “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.”
It’s worth recalling this is not the first time Ben Sherman
supports the elite of British athletes, as they produced the official
formal wear that all Team GB members wore at the Athens 2004 Olympic
Games.
Ben Sherman creative director Mark Williams shared the brand’s
enthusiasm for the project, adding: “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.”
Fashion – and business – stakes have been on the rise since being
dressed by major brands became the norm during Rio Games in 2016.
Amongst other well-known labels, the Olympians donned uniforms and
competition gear signed by Stella McCartney (UK), Lacoste (France), H&M
(Sweden), Giorgio Armani (Italy), DSquared2 (Canada), Christian
Louboutin (Cuba), and Ralph Lauren USA). Athletic brands including
Nike, Adidas and Reebook were also present.
