Ben Sherman has been confirmed as the Official Ceremony Wear Supplier for Team GB at the Olympic Winter Games Milano Cortina 2026, marking the British heritage label’s fourth consecutive Olympic partnership.
The announcement introduces a new collection blending modern tailoring with winter-ready design, as well as a special hand-knit collaboration with Olympic champion Tom Daley.
Natasha Fishman, Chief Marketing Officer of global brand owner Marquee Brands, said: “The Olympic Games offer an unparalleled platform for brands to connect with global audiences through fashion and storytelling. Ben Sherman’s, recurring role reinforces the brand’s position as an authentic expression of modern British style and craftsmanship. Collaborating with Tom Daley brings that vision to life with purpose, celebrating athletic achievement with visionary storytelling in a moment of national pride.”
As part of the partnership, Daley, who served as Team GB’s Flagbearer at Paris 2024, has created bespoke knitted scarves and hats for the Milano Cortina 2026 Flagbearers. His designs feature bold GB lettering and cable-knit textures inspired by the winter landscapes of northern Italy. Fan versions of the accessories will feature in the upcoming retail capsule.
Reflecting on the collaboration, Daley said: “Having had the honour of serving as a Flagbearer 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. Collaborating with Ben Sherman has been a meaningful way to share one of my passions while giving back to that experience. Every stitch represents the dedication and achievement of the athletes leading Team GB onto the world stage.”
Designs Inspired by the Dolomites and British Heritage
Ben Sherman’s Milano Cortina 2026 collection reinterprets knitwear and tailored outerwear through a winter-sport lens. Drawing influence from the Dolomite Mountains and Team GB’s graphic illustrations, the range incorporates checks, Fair Isle patterns and oversized silhouettes.
The Opening Ceremony look features a wool dogtooth topcoat with a chequered lining, paired with a wool-blend mock-neck sweater showcasing raised stripes and a repeating Union Flag motif. Joggers with tonal Union Flag tape, an oversized scarf and coordinating hat, plus Vibram-soled boots in red, white and blue complete the outfit.
For the Closing Ceremony, the brand introduces a more relaxed silhouette with a chunky wool-blend knitted track jacket incorporating Team GB’s zig-zag pattern and Ben Sherman’s mod-tipped cuffs. A navy and ecru merino roll-neck serves as the base layer.
The campaign spotlights Team GB ice dancers Lilah Fear and Lewis Gibson, photographed within a setting inspired by the northern Italian winter environment.
Tim Ellerton, Team GB Chief Commercial Officer, said: “Ben Sherman have created an Olympic Ceremony collection that our athletes will be truly proud to wear at Milano Cortina 2026. 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.”
Retail Capsule Launching December 2025
To accompany the official athlete attire, Ben Sherman and Team GB will release a limited-edition retail capsule on December 8, 2025. Items will include the Opening Ceremony Union Flag Crew, Closing Ceremony Knitted Track Top, Team GB Type Hat & Scarf and the Tom Daley Collaboration Hat & Scarf.
The collection will be available at Ben Sherman stores, BenSherman.co.uk, TeamGB.com and select UK retailers.
Fans can follow #BenShermanTeamGB for updates as Team GB prepares for the Olympic Winter Games Milano Cortina 2026.
