LONDON — Ben Sherman is returning to the Olympics as the official ceremony wear supplier of Team GB for the Winter Games Milano Cortina 2026 and collaborating with the Olympic medalist Tom Daley on hand-knitted scarves and winter hats in the colors of the Union Jack.
The heritage menswear brand will be fusing British tailoring and contemporary style for the head-to-toe outfits that the entire delegation will wear for the opening and closing ceremonies. It is the fourth consecutive time that Ben Sherman, which is owned by Marquee Brands, has outfitted Team GB for the Olympic Games.
The collaboration with Daley — the professional diver, five-time Olympic medalist, Paris 2024 flag bearer, and expert knitter — adds a patriotic, and colorful, edge to the collection. Daley’s scarves and hats will be worn by athletes carrying the Union Flag at the opening and closing Milano Cortina 2026 ceremonies.
The handcrafted designs feature bold GB lettering and tactile, cable-knit patterns inspired by the textures of snow and the winter landscape surrounding Milan, which has a view of the western Alps on a clear day, and Cortina, which is located in the Dolomites, in the eastern Alps.
Tom Daley’s sketches and designs for the Team GB knits with Ben Sherman.
“The Olympic Games offer an unparalleled platform for brands to connect with global audiences through fashion and storytelling,” said Natasha Fishman, chief marketing officer of Marquee Brands. She added that the collaboration was a tribute to Britishness, culture and authenticity, while the Games represented a “pinnacle moment” for the brand.
Collaborating with Daley, she said, fuses “athletic achievement with visionary storytelling in a moment of national pride.” Fishman added that Daley will continue to work with and to “champion” the Ben Sherman brand in the U.K., and in the U.S., where Ben Sherman plans to roll out stand-alone stores in 2026.
Daley said “having had the honor of serving as a flag bearer for Team GB during my last Olympic Games, I understand how powerful that moment is. It’s more than carrying a flag; it’s carrying the stories, hopes and identity of everyone who made that journey with you.”
Ben Sherman’s collection for the winter athletes reinterprets knitwear and functional tailoring. Designs are inspired by the Dolomite Mountains and incorporate heritage checks, Fair Isle knitwear and oversize silhouettes.
The Opening Ceremony ensemble features a wool dogtooth topcoat with a checkered lining layered over a wool-blend mock-neck sweater with raised stripe accents and a repeating Union Flag motif.
Athletes will also be wearing “smart” sweat joggers trimmed with tonal Union Flag tape, an oversize scarf, coordinating hat and Vibram-soled winter boots laced in red, white and blue.
Team GB Ice Dancing pair Lilah Fear and Lewis Gibson showcase the looks for Ben Sherman’s latest campaign.
For the closing ceremony, there’s a more relaxed silhouette that includes a chunky wool-blend knitted track jacket, woven with Team GB’s zigzag illustration and Ben Sherman’s signature “mod-tipped” cuffs with skinny stripes. Athletes will also be wearing a navy and ecru merino roll-neck base layer.
“Ben Sherman has created an Olympic ceremony collection that our athletes will be truly proud to wear at Milano Cortina 2026,” said Tim Ellerton, chief commercial officer of Team GB.
He added: “The collaboration with Tom Daley is a demonstration of how embedded the athletes are in the process of creating what we think will be one of the most exciting ceremony wears on show at the Games.”
Ben Sherman and Team GB will release an exclusive retail capsule collection on Dec. 8, featuring select pieces inspired by the official athlete looks, designed for fans to share in Team GB’s journey.
The limited-edition capsule includes the Opening Ceremony Union Flag crew, closing ceremony knitted track top, Team GB type hat and scarf and the Tom Daley collaboration hat and scarf. The collection will be available at Ben Sherman stores, and online and at select U.K. retail locations.
Fishman said the Winter Olympics in particular offer a big opportunity for Ben Sherman, from product point of view, as there are many opportunities for layering pieces. Rachel Terrace, chief commercial and growth officer at Marquee, said countless people will be engaging with the Olympics — before they begin, and after they’re over — which is expected to generate a lot of interest in the brand.
As part of the latest collaboration, Ben Sherman is launching an Olympic-themed campaign featuring Team GB ice dancing pair Lilah Fear and Lewis Gibson to showcase the looks. Daley will also feature in the campaign as it rolls out in the next weeks.
Marquee Brands acquired Ben Sherman in 2015, and has been revitalizing the brand by putting an accent on its Britishness. Other brands in the Marquee portfolio include another top British name, Laura Ashley, as well as Martha Stewart and BCBG.
