Check out the Ben Sherman and Team GB Opening and Closing Ceremony Wear for the Olympic Winter Games Milano Cortina 2026.
The brand returns for its fourth consecutive Olympic Games, debuting an exclusive Ben Sherman knit collaboration with Olympic Gold Medallist Tom Daley for Team GB’s Flagbearers Ben Sherman and its global brand owner, Marquee Brands, announce the return of the UK heritage brand as the Official Ceremony Wear Supplier of Team GB for the upcoming Olympic Winter Games Milano Cortina 2026. Marking its fourth consecutive Olympic Games, Ben Sherman will outfit the Team GB delegation in looks for the Opening and Closing Ceremonies, fusing British tailoring and contemporary style for the historic event.
“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. “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 a tribute to the shared spirit of representing Team GB on the world stage, Ben Sherman has collaborated with five-time Olympic medallist and Paris 2024 Flagbearer Tom Daley to create the unique hand-knit scarves and winter hats for the athletes carrying the Union Flag at the Opening and Closing Milano Cortina 2026 Ceremonies.
Daley’s handcrafted designs feature bold GB lettering and tactile cable-knit patterns inspired by the textures of snow and the winter landscape surrounding Milano Cortina. Beyond the ceremonial moment, versions of Daley’s Opening Ceremony accessories will be available through the Ben Sherman x Team GB Retail Collection, giving fans the opportunity to own a piece of Olympic history.
“Having had the honour of serving as a Flagbearer for Team GB during my last Olympic Games, I understand how powerful that moment is,” said Tom Daley. “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.”
For Milano Cortina 2026, Ben Sherman reinterprets knitwear and functional tailoring for the Winter Olympics. Inspired by the Dolomite Mountains and Team GB’s bold pattern illustrations, the designs incorporate heritage checks, Fair Isle knitwear and oversized silhouettes, each crafted to balance form and the brand’s signature look.
The Opening Ceremony ensemble features a wool dogtooth topcoat with a chequered lining, layered over a wool-blend mock-neck sweater with raised stripe accents and a repeating Union Flag motif. Smart sweat joggers trimmed with tonal Union Flag tape, an oversized scarf, coordinating hat and Vibram-soled winter boots laced in red, white and blue complete the look.
For the Closing Ceremony, the silhouette transitions to a relaxed fit. A chunky wool-blend knitted track jacket, woven with Team GB’s zig-zag illustration and Ben Sherman’s signature mod-tipped cuffs, is paired with a navy and ecru merino roll-neck base layer. Each element combines warmth and detailing, reflecting the timeless British aesthetic at the heart of Ben Sherman’s design identity.
Unveiling the ceremonial looks, Ben Sherman spotlights Team GB Ice Dancing pair Lilah Fear and Lewis Gibson in the brand’s accompanying campaign. Set against a backdrop inspired by the winter landscape of northern Italy, the visuals capture the pair’s expressive movement and dynamic energy, reflecting the rhythm, unity and essence of Team GB.
“Ben Sherman have 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. “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.”
Extending the partnership, Ben Sherman and Team GB will release an exclusive retail capsule collection on December 8, 2025, 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 & Scarf and the Tom Daley Collaboration Hat & Scarf.
Discover the exclusive Ben Sherman x Team GB Retail Collection, available December 8, 2025, at Ben Sherman stores, online at BenSherman.co.uk, TeamGB.com and select UK retail locations. Follow #BenShermanTeamGB to experience the spirit of British pride and style and celebrate the Team GB delegation as they embark on their journey during the Olympic Winter Games.