H&M is set to dress the Swedish teams at the 2014 Winter Olympics in Sochi and the 2016 Olympics in Rio de Janeiro. The popular Swedish retail clothing company has signed a four-year contract with the Swedish Olympic Company and Paralympic Company to create custom clothes for the opening and closing ceremonies.
They will also design a wardrobe of street-wear for the Olympians to wear at the Olympic Village in their off-time. The collaboration is H&M’s most patriotic endeavor yet and will combine sports-wear fashion with national pride and Swedish heritage. The Swedish athletes will help to collaborate with the line, giving their input on the wardrobe’s details and designs.
Whilst we may not be Swedish athletes, as of next summer we’ll certainly be able to dress as though we are thanks to H&M’s plans to launch a permanent collection of workout and gym wear.