H&M set to dress Sweden's Olympians
17 Apr 2013, 13:45
Published: 17 Apr 2013 13:45 GMT+02:00
"It is such an honour for H&M to dress both the Swedish Olympians and Paralympians for the upcoming Games in Sochi and Rio," Ann-Sofie Johansson, H&M’s head of design, said in a statement.
"The designs will bring together sport and fashion in a totally new way and have Swedish heritage as a proud influence on the collection."
The company will also be responsible for dressing the winter Olympic and Paralympic athletes in 2014 in Sochi, Russia.
The collaboration was hailed by Anja Pärson, former alpine skier and multiple Olympic medallist for Sweden.
"To represent our country 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," she said.
The new designs will feature in the company's new Sport label to be launched for the public in January next year.
Sweden's Olympic attire for the London Games in 2012, which was Swedish designed but made in China, was slammed by fashion experts at the time.
"The design feels quite dated in a way," Daniel Lindström, fashion editor of the Café newspaper, told Sveriges Radio at the time.
"If there's one thing I want to see in sport clothing, it's a futuristic look."