Ben Sherman Returns as Official Team GB Ceremony Wear Partner for Milano Cortina 2026

British heritage brand Ben Sherman, owned by Marquee Brands, is set to outfit Team GB for the opening and closing ceremonies of the Olympic Winter Games Milano Cortina 2026, beginning February 6. The new collection blends traditional British tailoring with contemporary design, drawing inspiration from the dramatic Dolomite Mountains. Highlights include a wool dogtooth topcoat with a chequered lining, a mock-neck sweater featuring a Union Flag motif, and Vibram-soled winter boots in red, white, and blue.

For the closing ceremony, the look shifts to a relaxed silhouette with a chunky knitted track jacket woven with Team GB’s signature zig-zag illustration and Ben Sherman’s mod-tipped detailing, paired with a merino roll-neck base layer. A standout addition to this year’s collaboration is Olympic gold medallist Tom Daley, who has designed hand-knit scarves and hats in Union Jack colours for the flagbearers, featuring bold GB lettering and cable-knit textures inspired by the winter landscapes of Milano Cortina.

Ben Sherman will also release retail versions of the collection on December 8, including the Union Flag crew, knitted track top, and Tom Daley collaboration accessories. The Milano Cortina Games mark the brand’s fourth consecutive partnership with Team GB. Team GB’s chief commercial officer, Tim Ellerton, praised the collection, stating it reflects athlete input and will be one of the standout ceremony looks of the Winter Olympics.

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