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For the third consecutive Olympic Games, Ben Sherman will be the official supplier of ceremony wear for Team GB at Paris 2024, taking place from 26 July – 11 August, and the brand has launched a limited-edition retail capsule version of it.

Team GB will wear Ben Sherman pieces, as well as socks in collaboration with Swedish brand Happy Socks that reflect the designs of the apparel, for the opening and closing ceremonies of the games.

Ben Sherman

The centre piece of the retail line, which mirrors what Team GB will be wearing, is the ‘Commercial Bomber’, a 100% cotton jacket in a 60s style that no doubt nods to Ben Sherman’s history. As is well documented, the brand was established in 1963 and became a firm favourite of the Mods.

It features a white body with navy sleeves and a red, white and blue striped trim on the knitted cuffs and waistband. It also has an embroidered Union Jack flag on the left chest with the five Olympic rings underneath, as well as a specially designed four nation floral motif – with a rose, thistle, daffodil and shamrock as a nod to the identities and histories of each of the four nations within the UK,

There is also a ‘Team GB Floral Shirt’ – featuring an all-over floral print incorporating the Great British flowers, in 100% viscose with a revere collar, as well as a ‘Team GB Geo Union Flag Knitted Polo’ that includes an open neck with an all-over print of geometric flags.

Additionally, the new collection includes printed t-shirts and a ‘Team GB Taped Track Top’ in a recycled polyester blend, which features floral printed knitted taping down the sleeves.

To celebrate Ben Sherman once again supplying Team GB, the brand has spotlighted four Team GB athletes for the accompanying campaign. The campaign’s visual narrative “captures the unifying essence of athletes through vibrant and spirited images”, featuring athletes Kye Whyte (BMX racing), Jacob Peters (swimming), Desiree Henry (athletics) and Lola Tambling (skateboarding).

Rachel Terrace, Chief Brand Officer of Ben Sherman at parent company Marquee Brand, said: “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.

“We’re excited to cheer on all Team GB athletes as they walk out onto the global stage this summer, sporting Ben Sherman designs rooted in the brand’s British heritage.”



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