Last month, the famous British clothing designer Ben Sherman revealed the Olympic uniform designs for Team GB who will wear them during the Tokyo 2020 Olympic Games. Although the pandemic delayed the global sports event, the Olympics will commence from July 23rd until August 8th.
The Olympic uniforms were launched during London Fashion Week. The aesthetic was informed by the style of the athletes who attended the 1964 Olympics in Tokyo. As a result, Ben Sherman incorporates a certain sense of nostalgia in the contemporary renditions of the Olympic uniforms. Luckily for the designers at Ben Sherman, the look in the 60s—" Ivy-League inspired chinos & Harrington jackets worn with button-down Oxford shirts"—fit perfectly into "the brand DNA." The silhouettes were made with Global Organic Textile Standard certified organic cotton.
60s-Inspired Sports Uniforms
Ben Sherman Releases Team GB Athletes’ Olympic Uniforms
Trend Themes
1. Retro Sports Fashion - The use of nostalgic designs in modern sports attire presents an opportunity for brands to tap into consumer desire for vintage-inspired fashion.
2. Sustainable Athletic Wear - Using organic and eco-friendly materials in sports apparel not only caters to the growing demand for ethical clothing, but also presents a chance for businesses to differentiate themselves from competitors.
3. Fashion-tech Collaborations - Partnering with technology companies to integrate innovative features into athletic wear can enhance the functionality of sportswear while offering an opportunity for brands to stand out in a crowded market.
Industry Implications
1. Sports Apparel - Incorporating retro designs and sustainable textile practices in sports apparel manufacturing can attract consumers and influence purchasing decisions.
2. Fashion - Collaborating with athletic brands to create stylish yet functional sportswear caters to fashion-conscious consumers and presents an opportunity for companies to innovate in athleisure fashion.
3. Textiles - Developing organic and eco-friendly textiles not only promotes sustainable practices, but also opens up opportunities for businesses to supply materials to the growing market for ethical fashion and sportswear.