LONDON — Ben Sherman is returning as the official supplier for the British Olympic team for a third time at the Paris 2024 Olympics.
The British brand will dress the team for the opening and closing ceremonies.
This year marks the 20 anniversary since Ben Sherman first collaborated with the Great Britain team at the Athens 2004 Olympics.
Ben Sherman for Team Great Britain at the Paris 2024 Olympics.
“This time, the designs reflect the evolving landscape of British fashion and cultural identity. The ceremonial wear and retail capsule collection for Paris 2024 embodies a fresh perspective characterized by vibrant patterns, intricate detailing and renewed energy,” said Rachel Terrace, chief brand officer at Marquee Brands, the holding company that owns Ben Sherman along with Anti Social Social Club, Martha Stewart and Dakine.
The brand has also teamed up with Happy Socks on a capsule collection of socks.
The opening ceremony outfits feature a bomber jacket and an open-collar polo, both in minimal designs borrowing colors from the Union Jack.
Ben Sherman for Team Great Britain at the Paris 2024 Olympics.
“Creatively, it’s about building upon the foundation previously established and infusing every stitch and motif with a sense of purpose and pride that resonates with consumers,” said Terrace.
From a business perspective, she hopes teaming up with the British Olympic team will present the brand an opportunity to deepen its connection with its audience and “continue to cultivate meaningful relationships with consumers.”