LONDON — British men’s wear brand Ben Sherman has signed a multi-year agreement as an official supporter of Team GB for the Tokyo 2020 Summer Olympic Games, and beyond. An announcement is expected Monday.
The clothing brand, known for its slim-fitting silhouettes, will create exclusive looks to be worn by the British athletes during the official opening ceremony. It will also create an additional Olympic capsule collection for retail in May 2020. Proceeds from the sales will support British Olympians.
Mark Williams, creative director of Ben Sherman said: “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.”
Cory M. Baker, chief operating officer at Marquee Brands, parent of Ben Sherman, said: “It’s a time to come together with pride and root for the athletes and icons that represent each country. The heritage of Ben Sherman embodies the spirit of the U.K. and gives us the opportunity to celebrate Team GB with amazing designs and fashion pieces.”
Tim Ellerton, British Olympic Association commercial director said, “We are already excited about the designs they have in mind.”
This is the second time Ben Sherman has partnered with Team GB. The company provided outfits for the Athens 2004 Olympic Games. Stella McCartney and Adidas designed the opening ceremony outfits for Team GB and a series of related retail capsule collections for the previous two Olympics, in London and in Rio de Janeiro.