British shirtmaker Thomas Pink is working with the British Olympic Association to produce a licensed Team GB formalwear collection.
The Jermyn Street business has signed a deal to become the exclusive official Team GB fashion licensee and will create a range of formal and casual shirts, ties, socks and cufflinks, which will launch in November.
The clothing and accessories will be available to buy in stores and online at ThomasPink.com. They will not be provided free to members of Team GB, which includes diver Tom Daley, long jump specialist Greg Rutherford and heptathlete Jessica Ennis.
Included in the line will be a version of the retailer’s athletic fit shirt, designed to fit muscular shoulders and a narrow waist. The style launched in 2014 and now accounts for over 5% of shirt sales. It is currently available in four plain colourways, but will expand to include a further four prints and colour options this spring.
Prices are unconfirmed, but a spokeswoman told Drapers they will be in line with Thomas Pink’s existing offering. The athletic fit shirt in its main collection sells for £115.
Frederik Willems, head of design at Thomas Pink, said sales of athletic, slim and super slim fit shirts are “surging”, due to shoppers investing in slimmer silhouettes, while sculpted body shapes become more prevalent.
Commercial director of the BOA Simon Massie-Taylor added: “It’s a great start to our licensing programme in 2015 - an important part of our long term commercial strategy at Team GB - and we’re looking forward to seeing the programme develop on the road to Rio.”
To mark the announcement, the shirtmaker has teamed up with gym and leisure chain Fitness First to give its members the chance to win Thomas Pink wardrobes.
Thomas Pink is part of the Louis Vuitton Moet Hennessey group. It has 74 owned stores and concessions, including 16 stores and 29 concessions in the UK.