Ben Sherman To Dress Up Team GB For Tokyo 2020
By Taruka Srivastav | April 15, 2019
Team GB has appointed British clothing brand Ben Sherman as official supporter for the Tokyo 2020 and beyond.
Under the multi-year agreement, Ben Sherman will create exclusive looks to be worn by the British athletes during the official Opening Ceremony, as well as additional lifestyle apparel for retail.
An exclusive capsule collection will be available at Ben Sherman standalone stores, on bensherman.co.uk and at select retailers for fans.
Ben Sherman Creative Director Mark Williams will head up the design direction of the Opening Ceremony looks while also designing a capsule collection of supporters’ wear.
He said: “It’s a real honour to be tasked with designing the collection. We will use the brand’s heritage, authenticity and aesthetic excellence to inspire the very same athletes who inspire us with their dedication, and sportsmanship. The design elements will hold true to the spirit of the Olympics and Great Britain. We want the athletes to feel an immense sense of achievement and unity while representing the nation during the Opening Ceremony.”
British Olympic Association Commercial Director Tim Ellerton 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. The Opening Ceremony of a Games is a unique moment when the eyes of the world are on the team before the excitement of Tokyo 2020 commences.
“Ben Sherman is known for its creativity and class and we are already excited about the designs they have in mind that will introduce the brilliant Team GB athletes to the world at the Games in the best possible way.”
For the Opening Ceremony of Rio 2016 (in photo), Stella McCartney was in creative charge of the Team GB look.