by Stephen Garner

British heritage brand Ben Sherman has revealed its Team GB retail collection ahead of the Tokyo 2020 Olympic Games. As part of the brand’s partnership as an official supporter of Team GB, the capsule collection is a contemporary line that fans can purchase ahead of the unveiling of Ben Sherman and Team GB’s eagerly-awaited official uniforms.

The new Team GB x Ben Sherman retail collection features sustainable organic cotton polo shirts, organic cotton graphic t-shirts, a striped casual shirt, a zip-through bomber jacket, and a Harrington jacket for men and women; it also includes a selection of kidswear available at select retailers.

For the historic partnership, Ben Sherman tapped British fashion photographer Rankin to capture the campaign featuring Team GB Olympic medal hopefuls and rising stars, including track and field athlete Morgan Lake, taekwondo athlete Lutalo Muhammad, diver Jack Laugher, rugby player Philip Burgess, and more.

“It’s a real honour to be tasked with designing Ben Sherman lifestyle collections for Team GB,” said Mark Williams, creative director at Ben Sherman. “We tapped into the brand’s heritage, authenticity, and aesthetic excellence to inspire the same athletes who inspire us with their dedication and sportsmanship. The design elements hold true to the spirit of the Olympics and Great Britain. This has been a long time coming, and it’s exciting to finally share the retail capsule collection.”

“It was incredible to work with Team GB and Rankin on this project, and we look forward to sharing details about the official Opening and Closing Ceremony uniforms in the coming months,” continued Williams. “Working with Rankin to document the spirit of the retail and official athlete collections was another incredible moment in the process; he captured fantastic portraits and short films that we can’t wait to share.”

Tim Ellerton, commercial director at the British Olympic Association, added: “Ben Sherman is an iconic brand and the lifestyle collection they have created really brings home that sense of British heritage. Working with such an iconic photographer as Rankin on the project was also a great honour for us, something we know the athletes loved. We are sure this will be a popular collection and just builds the anticipation for the reveal of the Opening and Closing Ceremony wear over the next couple of months.”

Ben Sherman will support Great Britain’s finest competitors during the world’s greatest sporting event and has also created exclusive looks to be worn by Team GB athletes during the official Opening and Closing Ceremony, which will be unveiled in July 2021. The partnership will be the second time that Ben Sherman has been appointed to work with Team GB having provided official tailoring for the Athens 2004 Olympic Games.

The new Team GB x Ben Sherman retail collection is now available to buy online at and Fans are now able to show further support to British Olympians, with proceeds from the sales of the retail collection going to Team GB and the British Olympic Association.