The iconic UK heritage brand Ben Sherman, has unveiled the official Ceremonial Wear for the Team GB delegation, as well as  an exclusive retail capsule collection that seamlessly blends British heritage with contemporary fashion.

To celebrate their third consecutive Olympic partnership, Ben Sherman has spotlighted four exceptional Team GB athletes for its accompanying campaign. The campaign's vibrant visual narrative captures the essence of unity and athletic spirit, featuring BMX Racing star Kye Whyte, swimmer Jacob Peters, athletics champion Desiree Henry, and skateboarder Lola Tambling. Their images embody the energy and pride that define both the brand and the athletes.

The Opening Ceremony attire includes a bomber-style jacket adorned with the four-nation floral design embroidered on the back. Paired with this is a knitted open-neck polo made from an organic cotton blend with a geometric motif in classic red and blue, and oxford trousers featuring a uniquely designed waistband. The outfit is completed with a stylish belt, supple suede loafers, and patterned socks created in collaboration with Happy Socks.

For the Closing Ceremony, athletes will don a floral shirt featuring the four-nation motif, oxford shorts, a styling belt, suede loafers, and specially designed Closing Ceremony liner socks, also in partnership with Happy Socks.

Tim Ellerton, Commercial Director at Team GB, highlighted the collaboration, saying, “We’ve been working closely with Ben Sherman and some of the Team GB athletes to develop the designs for the Ceremony wear over the past two years, and it’s brilliant to see them brought to life with a bright, fresh range that celebrates tradition whilst also being contemporary and fun.”

In tandem with unveiling the official ceremonial wear for Paris 2024, Ben Sherman introduces a retail capsule collection inspired by the looks worn by the Team GB delegation. This limited-edition collection includes an embroidered bomber jacket, a track top with floral printed knitted tape on the sleeves, knitted patterned and organic cotton polos, a floral printed casual shirt, and soft suede loafers.

Adding a unique touch to the collection are six exclusively designed patterned socks in collaboration with Happy Socks. This partnership captures the essence of both brands, celebrating authentic self-expression through vibrant colours, prints, and cultural influences. Together, they embody the pride and rich tapestry of the UK's heritage – one step at a time.

Discover the exclusive Ben Sherman retail capsule collection in partnership with Team GB, now available online at bensherman.com and teamGB.com, as well as select retail locations.