As the Winter Olympics prepare to unfold across the glacial backdrop of Milano Cortina 2026, Ben Sherman steps forward with a collection that feels both steeped in British legacy and newly awakened for a world stage. Returning for its fourth consecutive Games as the Official Ceremony Wear Supplier for Team GB, the heritage label presents a wardrobe that blends sculptural outerwear, functional tailoring, and the quiet intimacy of hand-knit craftsmanship. It is a collection built for a singular moment, yet destined to echo far beyond it.

The brand’s creative dialogue with Olympic gold medalist and Paris 2024 Flagbearer Tom Daley gives this year’s unveiling an emotional undercurrent. Daley, an athlete whose own ceremonial moment has become a chapter in Team GB mythology, brings his personal practice of knitwear to the fore. The scarves and winter hats he designed for the Opening and Closing Ceremonies feel less like accessories and more like talismans of identity, crafted in cable stitches inspired by the winter textures of the Dolomite Mountains. Each piece carries the bold GB lettering that has trailed generations of British athletes across the world, reframed here with sensitivity and tactile presence.

Ben Sherman builds the broader silhouettes with an eye toward elevation rather than ostentation. The Opening Ceremony look layers a wool dogtooth topcoat lined in subtle chequered patterning over a raised-stripe mock-neck sweater woven with a repeating Union Flag motif. Smart sweat joggers finished in tonal taping and Vibram-soled boots give the ensemble a modern tension between tradition and technicality. For the Closing Ceremony, the mood loosens. A chunky wool-blend knitted track jacket bearing Team GB’s zig-zag illustration moves with a relaxed confidence, softened by a navy and ecru merino roll-neck that adds warmth without weight.

These garments find their narrative center in the campaign featuring ice dancing duo Lilah Fear and Lewis Gibson. Set against an impressionistic winter landscape, the pair’s expressive physicality turns the clothes into instruments of motion, rhythm and shared purpose. The campaign brings a sense of theatrical intimacy to what might otherwise be formal ceremony wear, reminding viewers that the Olympic stage is equal parts performance and pilgrimage.

The partnership extends beyond the athletes. Released on December 8, Ben Sherman and Team GB's limited-edition capsule collection includes select pieces echoing the ceremonial looks, from the Union Flag Crew to the Knitted Track Top and the Tom Daley collaboration accessories.

What emerges from this collaboration is a portrait of British style at its most distilled: tactile, charismatic, quietly assured. Ben Sherman, a brand shaped by decades of youth culture and self-expression, brings its lineage into the rarefied air of the Olympic stage, reaffirming its place in contemporary global fashion.

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Shop online at bensherman.com or bensherman.co.uk