Ben Sherman to Dress Team GB at Milano Cortina 2026 Olympics with Tom Daley Designed Accessories

Ben Sherman, the iconic British heritage fashion brand, is set to continue its celebrated and longstanding partnership with Team GB and the Olympic Games. Following its successful role as the Official Supplier for last year's Paris Olympic Games, the Marquee Brands-owned business will now step up as the Official Ceremonial Wear Supplier for the British athletes at the Olympic Winter Games in Milano Cortina 2026. This marks a significant milestone for Ben Sherman, representing its fourth consecutive Olympic Games as a proud partner of Team GB.

In anticipation of this prestigious event, Ben Sherman has forged a unique collaboration with Team GB alumnus and esteemed five-time Olympic medalist, Tom Daley. Daley has lent his creative vision to specially design hand-knit accessories, which will be proudly worn by Team GB’s Ceremonial Flagbearers during the Games. This partnership underscores the brand's commitment to British talent and craftsmanship, adding a personal and handcrafted touch to the athletes' ceremonial attire.

The highly anticipated ceremonial wear collection is described as a thoughtful reinterpretation of classic British tailoring, specifically adapted for the unique demands and aesthetics of the alpine stage. The designs masterfully blend traditional heritage elements with contemporary silhouettes, creating a distinctive look that is both timeless and modern. Inspiration for the collection is deeply rooted in the majestic Dolomite mountain range, combined with Team GB’s distinctive graphic motifs, ensuring a harmonious fusion of natural beauty and national identity.

The collection's aesthetic is designed to evoke "warmth, texture, and movement," achieved through a sophisticated interplay of heritage checks, traditional Fair Isle knitwear, and modern oversized outerwear. The designers have meticulously crafted separate looks for both the Opening and Closing Ceremonies, with each garment meticulously balancing form and function. This careful consideration celebrates not only the indomitable spirit of Team GB but also embodies Ben Sherman’s distinctive modern British aesthetic, presenting a cohesive and inspiring vision for the athletes.

Enthusiasts and supporters will also have the opportunity to own a piece of this iconic partnership. Inspired directly by the ceremonial wear, Ben Sherman will launch an accompanying retail collection on 8 December. This exclusive range will be accessible to the public through both the official Team GB and Ben Sherman websites, as well as at select UK retailers, allowing fans to partake in the excitement and style of the upcoming Winter Games.