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Ben Sherman Launches Retail Capsule Collection Celebrating Partnership With Team GB

Ben Sherman Launches Retail Capsule Collection Celebrating Partnership With Team GB

Ben Sherman Team GB

Iconic British brand Ben Sherman is proud to reveal its Team GB retail collection ahead of the Tokyo 2020 Olympic Games. As part of the brand’s partnership as an official supporter of Team GB, the capsule collection which launches today is a contemporary collection that fans can purchase ahead of Ben Sherman and Team GB’s eagerly awaited official uniforms.  The Ben Sherman designed athlete’s uniform will continue to remain under wraps until they are revealed closer to the official Opening Ceremony this summer.

Launching May 12th, the Team GB x Ben Sherman retail collection features sustainable organic cotton polo shirts, and organic cotton graphic t-shirts, striped casual shirt, zip through bomber jacket, and Harrington jacket, for men and women; it also includes a selection of kidswear available at select retailers. Available to buy online at and, fans will be able to show further support to British Olympians, with proceeds from the sales of the retail collection going to Team GB and the British Olympic Association.

For the historic partnership, Ben Sherman turned to fellow British icon, fashion photographer RANKIN who captured the campaign featuring Team GB Olympic medal hopefuls and rising stars, including track and field athlete Morgan Lake, taekwondo athlete Lutalo Muhammad, diver Jack Laugher, rugby player Philip Burgess and more.

Ben Sherman Creative Director Mark Williams comments: “It’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.”

British Olympic Association Commercial Director, Tim Ellerton, said: “Ben Sherman is an iconic brand and the lifestyle collection they have created really brings home that sense of British heritage. Working with such an iconic photographer as Rankin on the project was also a great honour for us, something we know the athletes loved. We are sure this will be a popular collection and just builds the anticipation for the reveal of the Opening and Closing Ceremony wear over the next couple of months.”

Ben Sherman will support the nation’s finest competitors during the world’s greatest sporting event and has created exclusive looks to be worn by Team GB athletes during the official Opening and Closing Ceremony in July 2021. 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.

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