Ahead of the Tokyo Olympic Games, Ben Sherman has launched a Team GB retail collection made up of polo shirts, T-shirts and jackets for men, women and kids.
Featuring a selection of organic cotton polo shirts, graphic T-shirts, a striped casual shirt, zip-through bomber jacket and Harrington jacket, the Team GB x Ben Sherman Collection ranges in price from £35 to £120, with proceeds from sales going to Team GB and the British Olympic Association.
To celebrate the collection’s release, Ben Sherman has unveiled a new editorial campaign shot by British photographer and filmmaker Rankin, starring athletes Philip Burgess, Morgan Lake, Asha Philip, Jack Laugher, Lutalo Muhammad and Galal Yafai, all of whom sport key pieces from the capsule.
Ben Sherman creative director Mark Williams, said in a statement: “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 added: “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.”
As an official supporter of the British Olympic team, the clothing brand will also be designing athletes uniforms for the opening and closing ceremony.
