Anja Pärson, a former alpine skier and multiple Olympic champion said that wearing clothes from a Swedish company “will strengthen the team, our team spirit and image to the outside world, especially when it is an internationally renowned brand like H&M.”
I am sure it will. I am also sure I would like to see how Peak Performance would have tackled the design of uniforms, technical and casual, for their home country. There is just too much exceptional sport and sport lifestyle product coming out of Sweden – I find it a bit disappointing to have a fashion brand land this prestigious endeavor. (Though I can get on board with that sweater, sleeve stripes in particular.) Sounds like H&M will provide opening and closing ceremony outfits and casual apparel – I will be curious to see what brand(s) provide the technical sport-specific uniforms.
Read the full article at The Telegraph UK.