How Tom Daley and Ben Sherman Styled Team GB’s Historic Winter Games

It was an unforgettable Winter Olympics for Team GB in 2026. Finishing 15^th in the medal table represented the team’s highest-ever finish, with Matt Weston, Tabby Stoecker, Charlotte Bankes and Huw Nightingale all claiming gold. Yet, while the triumphs in the skeleton races and snowboarding grabbed the headlines, there was another reason why the Milano Cortina event will endure in our memories. That being the ceremonial outfits developed with the help of one of Britain’s summer Olympic heroes.

Tom Daley was on hand to support long-term outfitter Ben Sherman in designing Team GB’s clothing for the opening and closing ceremonies. The five-time Olympic medallist lent his famed knitting skills to the heritage brand, designing the exclusive, heavy cable-knit hats and scarves worn by the team’s flagbearers.

Own a Piece of British Sporting History

The clothing range included a wool dogtooth topcoat and a wool-blend sweater with crew-neck and striped, repeated Union Jack pattern channelling through its centre. While Daley’s limited-edition knitted scarves and hats have long sold out, the coat and sweater are still available to buy. 

For those keen to get their hands on a piece of British sporting history, first-time online customers of Ben Sherman can claim an exclusive discount. Welcome discounts are commonplace. You may be familiar with money off after signing up to a newsletter or joining a brand’s members club. For example, in retail, there’s 15% off from Adidas for becoming a part of its AdiClub, or in iGaming, 100 free spins to play Huff N More Puff slot when depositing £100. At Ben Sherman’s official site, newcomers can claim 15% off their first order. 

It means winter Olympic fans can wear Team GB’s specially-made knitted crew-neck jumper, with its distinctive Union Jack styling, or the woollen coat with its removable gilet. Marking its fourth consecutive outing as Great Britain’s official ceremonial wear supplier, the Ben Sherman range, which also featured a knitted track jacket for the closing ceremony, heavy-duty winter boots and tailored joggers, was designed to bridge the gap between formalwear and modern sportswear. 

Alpine Mod Meets Athlete Craftsmanship

Understandably, the collection is packed with the label’s signature subcultural cues. Most notable, as recognised by fashion experts The Industry, are the iconic mod-tipped cuffs on the chunky wool-blend track jackets. It’s a look that feels distinctly British and grounded in music and street style rather than just athletics. 

This was complemented by Daley’s influence. His high-contrast designs were inspired by the rugged textures of the Dolomite mountains. They served as the creative foundation for the range as Ben Sherman sought to reimagine British tailoring for the alpine stage. 

The four-time world champion said it was a great “honour” to be involved in designing the collection for Team GB. He noted how his collaboration with the well-known brand enabled him to share one of his great passions outside of sport, with “every stitch” representing the athletes’ “dedication and achievement”. 

Daley, who won Olympic gold for the men’s 10m synchronised platform dive at Tokyo 2020, said he was able to draw on his experience of being in the spotlight as an international athlete. With his involvement, Ben Sherman has been able to elevate this collection into a deeply personal celebration of elite British sports culture.

An Enduring Piece of British Sporting Culture

Milano Cortina 2026 will be remembered as the moment British winter sports truly arrived on the world stage. The success stories of Weston, Stoecker and co made them all overnight heroes back home, their achievements undoubtedly setting in motion a new era in winter events like skeleton, snowboarding, and skiing. And fittingly, the 2026 event will also be known for its unique clothing collection created by long-term partner Ben Sherman and Olympic great Tom Daley. Together, they are responsible for giving fans a wearable piece of British sporting culture that will continue to endure.