Fashion brands

Fashion Brand Collections, Uniforms – WWD

The Beijing 2022 Winter Olympics have begun, and many top fashion brands are celebrating the Winter Games by creating high-tech uniforms for athletes or creating capsule collections for fans.

Ralph Lauren is back to design the official Team USA uniform, keeping the traditional red, white and blue colorways in a collection of winter apparel that’s also designed with temperature-sensitive fabric that expands and expands. contracts on the wearer in response to temperature changes.

Kim Kardashian West’s Skims brand also continues its partnership with Team USA as the team’s official loungewear, sleepwear and loungewear sponsor. Kardashian West has embarked on the partnership for the Tokyo Summer Olympics.

Other nations also have their uniforms designed by major brands. In a big departure from the nation’s denim uniforms for the Hudson’s Bay-designed Summer Games, Team Canada has joined Lululemon in a multi-year Olympic partnership beginning with the Winter Games. . For these Olympics, the sportswear brand took inspiration from the red maple leaf on the country’s flag, creating sportswear in a rich red hue for athletes.

Here, WWD takes a look at the top fashion brands competing in the 2022 Beijing Winter Olympics. Read on to find out more.

Columbia Sportswear

The uniform of the Columbia USA team curling team.
Courtesy of Colombia

Columbia Sportswear creates the official uniforms for the Team USA curling team. The brand creates jackets, jerseys, pants and accessories designed in a four-way stretch fabric to optimize mobility. The pieces are also made with abrasion-resistant materials and Columbia’s Omni-Wick technology for accelerated moisture evaporation.


2022 Winter Olympics: fashion brands participate

A model from Kith’s Olympics collection.
Courtesy of Kith

Kith has created another Olympic-themed collection to celebrate the Winter Games. The 27-piece collection features reimagined versions of the Kith staples and includes a new Kith-designed logo for the partnership.

Pieces include a midi puffer jacket and quilted track jacket in white with a custom snow mountain graphic. Other pieces include hoodies, cardigans, reversible bucket hats, socks, water bottles and snowboards.


2022 Winter Olympics: fashion brands participate

Team Canada uniforms from Lululemon.
Getty Images for lululemon

Lululemon has signed a multi-year partnership with Team Canada to design the country’s Olympic uniforms. For the Winter Olympics, team uniforms are inspired by the red maple leaf of Canada’s flag, with pieces like puffer jackets, sweaters and leggings in a rich red hue. The maple leaf is also embossed on certain pieces, such as the Team Canada bag.

Ralph Lauren

2022 Winter Olympics: fashion brands participate

Ralph Lauren’s Team USA uniform.

Ralph Lauren is back to design the official Team USA uniforms, creating apparel with signature temperature technology. The team’s opening ceremony parade uniform includes an anorak, midlayer jacket, pants, gloves and boots in a red, white and blue colorway. The uniform is designed with Ralph Lauren’s signature pony logo, as well as that of the USA team.

The brand has incorporated smart insulation technology into the garments, which is a temperature-sensitive fabric made up of two materials that expand and contract in response to temperature changes.

Customers can also purchase the uniform from Lauren’s website and select retail stores.


2022 Winter Olympics: fashion brands participate

Chloe Kim for Skims Olympic Collection.
Courtesy of Skims

Kim Kardashian West’s Skims has re-signed to be Team USA’s Official Loungewear, Sleepwear and Loungewear Sponsor. Kardashian West kicked off the partnership for the Tokyo Summer Olympics.

The brand launched the advertising campaign for the partnership on January 13, featuring Olympians including snowboarder Chloe Kim, cross-country skier and Paralympic rower Oksana Master, bobsleigh champion Aja Evans, figure skater Madison Chock, professional skater on short track and speed Maame Biney and figure skater Amber Glenn modeling the pieces.

The collection of tank tops, boxers, leggings, t-shirts, sports bras, underwear and sweatpants is available on the Skims website.


2022 Winter Olympics: fashion brands participate

A look from the Spyder x Eric Haze Olympics collection.
Courtesy of Spyder

Apparel brand Spyder has teamed up with artist Eric Haze to design the Team USA ski team uniforms. Haze’s collection includes durable outerwear, base layers and accessories and includes the artist’s star logo and hand painted designs. Spyder and Haze created the collection based on direct feedback from athletes to create comfortable and effective uniforms.

A similar collection is offered for purchase on the Spyder website, which ranges in price from $25 to $149.


Volcom is the official kit for the USA Team Snowboard Team, with uniforms featuring a red, white and blue striped fake rabbit’s foot for good luck. The brand creates three uniforms for the team, which include the Owl 3 Layer Gore-Tex Jacket and L Gore-Tex Pants in a relaxed fit and a “Brighton” freestyle-inspired jacket and “Hotlapper” track pants. The brand is launching a similar clothing collection on its website for Olympics fans.

Ben Sherman

Major fashion brands take part in the Beijing Winter Olympics

The Great Britain team at the opening ceremony of the Beijing Winter Olympics

Ben Sherman is back to design the official Great Britain team uniforms. For the opening ceremony, the brand dressed the athletes in a Union Jack stripped sweater worn under a navy jacket and navy trousers and matching beanie.


Major fashion brands take part in the Beijing Winter Olympics

The Swedish team at the opening ceremony of the Beijing Winter Olympics

Uniqlo dresses the Swedish team for the Olympic Games, creating uniforms designed in collaboration with the athletes. The uniforms have been made with durable materials and incorporate various technologies, such as a warming technology in the hybrid jackets.


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