Follow us on social

Essential Journal

  /  Fashion   /  Flying the Flag

Flying the Flag

As the Tokyo Olympic and Paralympic games in 2020 come within striking distance, British menswear brand Ben Sherman has unveiled an exclusive capsule collection with Team GB

words Will HALBERT

From music, to art, to sports, Ben Sherman has long been the first and last word in Great British culture. With that in mind, their selection as an Official Supporter of the 2020 Olympics in Tokyo (and beyond) is, by turns, truly inspired and totally logical.  That’s right, Ben Sherman have been selected to support the nation’s finest competitors during the world’s greatest sporting event by creating exclusive looks to be worn by the British athletes during the official Opening Ceremony.

And why would it be any other way? Being the bastion of British subcultural style and spirit that it is, it’s no surprise that Ben Sherman should find a kind of kinship in the selection of skilled Olympians that make up Team GB. There’s a shared respect here, a mutual reverence for those who carve their own path, for those who strive for greatness, and for those who generally take things one step further than most would even consider possible.

Ben Sherman has always operated at the cutting edge of popular culture. It both fuels and thrives on its tides and trends. In this sense, the capsule collection is a respectful nod to that cyclical relationship. ‘We will use the brand’s heritage, authenticity and aesthetic excellence to inspire the very same athletes who inspire us with their dedication and sportsmanship,’ says long standing Ben Sherman Creative Director, Mark Williams. ‘The design elements will hold true to the spirit of the Olympics and Great Britain. We want the athletes to feel an immense sense of achievement and unity while representing the nation during the Opening Ceremony.’

Ben Sherman was a legend in his own right. Often described by his friends and peers as forever ‘embracing the new and the different’; he was a man in constant pursuit of the very best. 56 years on and it’s safe to say that the Ben Sherman ethos hasn’t changed one bit. As the British Olympic Association receives no annual government funding and is reliant on private and corporate sponsors, proceeds from the sale of Ben Sherman’s capsule collection will directly support British Olympians. The partnership is but one example of  Ben Sherman’s uncompromising authenticity, its peerless heritage, and its enduring dedication to the myriad facets of Great British culture. EJ

The capsule collection will be available to purchase at Ben Sherman standalone stores, online at, and at select retailers.