Ben Sherman launches Team GB retail capsule collection ahead of Olympics

Ben Sherman has today launched its Team GB retail collection ahead of the Tokyo 2020 Olympic Games – put back to this summer due to the coronavirus outbreak last year.

Ben Sherman is also providing the official athlete uniform, launching in July 2021, including the official Team GB opening and closing ceremony team looks.

The retail collection features organic cotton polo shirts, graphic T-shirts, a striped casual shirt, a zip through bomber jacket and a Harrington jacket for men and women. It also includes a selection of childrenswear available at select retailers.

Available to buy online at bensherman.com and teamGB.com, fans will be able to show further support to British athletes, with proceeds from the sales of the retail collection going to Team GB and the British Olympic Association.

Fashion photographer Rankin shot the campaign featuring Team GB medal hopefuls and rising stars, including track and field athlete Morgan Lake, taekwondo athlete Lutalo Muhammad, diver Jack Laugher and rugby player Philip Burgess.

Ben Sherman Creative Director, Mark Williams, said: “t's a real honour to be tasked with designing Ben Sherman lifestyle collections for Team GB. We tapped into the brand's heritage, authenticity and aesthetic excellence to inspire the same athletes who inspire us with their dedication and sportsmanship. The design elements hold true to the spirit of the Olympics and Great Britain.

“This has been a long time coming, and it's exciting to finally share the retail capsule collection. It was incredible to work with Team GB and Rankin on this project, and we look forward to sharing details about the official Opening and Closing Ceremony uniforms in the coming months. Working with Rankin to document the spirit of the retail and official athlete collections was another incredible moment in the process. He captured fantastic portraits and short films that we can't wait to share.”

The partnership will be the second time that Ben Sherman has been appointed to work with Team GB having provided official tailoring for the Athens 2004 Olympic Games.

Prices for the Team GB x Ben Sherman collection start at £35 for a T-shirt and go up to £120 for a Team GB Harrington jacket.