A collaboration between Adapt and Fully Laced, the Olympia collection consists of 13 t-shirts and beanies that each represent a different nation. The brand collaboration has also released a nylon windbreaker that sports the collection's logo on the back, a play on the Olympic rings symbol using triangles instead of circles.
The Olympia collection has an urban hip-hop feel to it, and is more than just a souvenir; this collection is stylish enough to be worn even after the final medals have been awarded in London. Whether it's to show your patriotism, or to brand yourself as a treasonous traitor, the Olympia collection is an example of national branding that is fashion conscious and cool.
Adapt states its brand message simply: "We love music. We are passionate about design, concept, and aesthetics, and hope to reflect these principles in the garments we product."
Urban Olympic Apparel
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