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Brands Bring Competition to Olympic Clothing
Wednesday 25th of June 2008 02:42:08 PM
You will want to be sure to look for the newest fashionable activewear that the athletes will be sporting this August during the opening of the Beijing Games. Designers are working hard around the clock to create the fashion collections for the athletes to wear during the many high profile events, opening and closing ceremonies, medal events and just relaxing with their mates in the Olympic Village.
There are many designers besides Nike and Adidas which are vying for the rights to design, sponsor or license the competitive uniforms for the more than 200 national teams that are competing. Whilst there are some national teams such as Australia, South Africa, Italy and France who are refusing to reveal their uniforms until the opening ceremonies August 8, there are some who are ready to dish out the fashion design.
The U.S. organisers have announced the news that Polo Ralph Lauren will be the designer creating the official uniform of their Olympic and Paralympic teams as well as the customised wardrobes for their leisure time. The organising committee decided that the preppy and polished style of brand, which recently became the official outfitter for Wimbledon, would present the team in an appropriately dignified manner. The company’s iconic Polo riding logo will be prominently placed on every polo shirt, crisp shirt, V-neck pullover, pair of white chino Bermuda shorts, canvas sneakers and sunglasses. The company has stated that they will produce Olympics ‘replica wear’ like many licensees which will go on sale this month.
Canadian athletes will be sporting bold red and white abstract printed hoodies and gold collage maple leaf T-shirts that include Chinese astrological symbols. The design is being provided by Hbc, which was originally the Hudson’s Bay Company.
Perhaps the biggest gamble that was taken is by Brazil. Their team chose the edgy Rio de Janerio based design firm Oestudio. In conjunction with the sportswear brand Olympikus, they designed the podium outfits which sport 3 to 4 gradient colour shades seen in most of the pieces.
Creating a national Olympic style is a fine balance between performance, comfort, fashion and visibility. There are some countries who have decided to play it safe such as Britain. The British athletes will be wearing the fashion design of the denim label Lee Cooper.
(c) OwnMoment,www.sxc.hu
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