Ben Sherman is the exclusive outfitter of Team Great Britain, and fans will see their designs at this year's Milan Olympics.
Ben Sherman is dressing Team GB for the Olympics—here's your first look originally appeared on The Sporting News. Add The Sporting News as a Preferred Source by clicking here.
Ben Sherman is heading back to the Olympic stage.
According to Flaunt, the British heritage label has been confirmed as the Official Ceremony Wear Supplier for Team GB at the upcoming Milano Cortina 2026, marking the fourth straight Games in which the brand has outfitted the delegation for the Opening and Closing Ceremonies.
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For this Winter Games cycle, Ben Sherman leaned into cold-weather functionality while keeping its tailoring roots intact. The ceremonial wardrobes are designed to balance warmth, movement, and visual identity—key requirements for athletes stepping into the spotlight during two of the most-watched moments of the Games.
A major element of the collection comes from the brand’s collaboration with five-time Olympic medalist and Paris 2024 flagbearer Tom Daley. Daley helped design the hand-knit scarves and winter hats worn by Team GB athletes carrying the Union Flag. The accessories feature bold GB lettering and textured cable-knit patterns inspired by the snowy landscape surrounding northern Italy.
“Having had the honour of serving as a Flagbearer for Team GB during my last Olympic Games, I understand how powerful that moment is,” Daley said. “It’s more than carrying a flag; it’s carrying the stories, hopes, and identity of everyone who made that journey with you.”
The Opening Ceremony look centers on a wool dogtooth topcoat with a chequered lining, layered over a mock-neck sweater woven with raised stripes and a repeating Union Flag motif. Tailored sweat joggers with tonal detailing and winter boots with Vibram soles complete the ensemble, offering a clean mix of tradition and performance-ready design.
For the Closing Ceremony, the silhouettes soften. Athletes will wear a chunky wool-blend knitted track jacket featuring Team GB’s zig-zag illustration, paired with a navy and ecru merino roll-neck for warmth without bulk.
Ben Sherman’s campaign spotlighting the collection features British ice dancers Lilah Fear and Lewis Gibson, whose movement-driven visuals echo the rhythm and unity of the team itself.
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Behind the scenes, global brand owner Marquee Brands sees the partnership as a natural fit. Chief Marketing Officer Natasha Fishman called the Olympics “an unparalleled platform” for connecting fashion, storytelling, and national pride.
Category: General Sports
