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H&M

H&M set to dress Sweden’s Olympians

Swedish clothing giant H&M announced on Wednesday that it would be dressing Sweden's athletes for the upcoming Olympic Games in Rio de Janeiro and Sochi.

H&M set to dress Sweden's Olympians

“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.”

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STOCKHOLM

The year Sweden organized the Olympics and defied expectations

Stockholm Olympic Stadium defied those who said Sweden wasn't advanced enough to host the Olympic Games in 1912, and has survived to become the world's oldest Olympic stadium actively in use.

The year Sweden organized the Olympics and defied expectations
Stockholm's Olympic Stadium as it used to look. Photo: Bertil Norberg/TT

This article was written for Members of The Local. Read more articles for Members here.

Taking inspiration from the medieval city wall of Visby on the Swedish island of Gotland, Swedish architect and athlete Torben Grut designed a stadium for the 1912 Summer Olympics in Stockholm that would stand as a fortress of athleticism.

His success was both immediate and enduring, and the now-historic stadium has lived up to its impressive façade for more than a century, hosting countless sporting and cultural events, witnessing more than 80 athletic world records, surviving a bombing, and simply reminding the world of its important place in Olympic history.

Initially, however, the outlook for both the stadium and the Stockholm Olympics – the fifth modern Olympic games – was far from promising. As historian Therese Nordlund Edvinsson wrote in a 2014 article in The International Journal of the History of Sport, despite Sweden's “modest ambitions” for the games, “critics argued that the country was too undeveloped to arrange a major sport event”.

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Djurgården versus AIK in 1915 at Stockholm Stadium. Photo: TT

The original plan for the stadium was an accordingly modest – and temporary – whitewashed wooden structure. The decision to make it permanent was likely a relief to Grut, whose other designs included Solliden Palace, the summer residence of the Swedish royal family on the island of Öland. Though still relatively small, with an original seating capacity of around 20,000, the completed stadium became a model for subsequent Olympic stadiums. Likewise, and in defiance of the critics, the Stockholm Olympic Games were considered a great success.  

In a 2012 article entitled, “Stockholm 1912 set the gold standard for the modern Olympics,” in the British newspaper The Guardian, sports journalist Frank Keating wrote, “Stockholm's 1912 Games are still considered standard-setting for Olympic decades to come. Women's competition was allowed for swimming and diving, while men's boxing was banned: and on the track photo-finish electronic-timing was introduced as a back-up to the hand-held judges' stopwatch.” It was also, he explained, “the last Olympics where any individual could just turn up and hope to enter a competition”.

MORE HISTORY FEATURES BY VICTORIA MARTÍNEZ:


One of the numerous concerts organized at the Stockholm Stadium. Photo: Fredrik Sandberg/TT

Over the years, the appearance of Stockholm Olympic Stadium has changed little, and the seating capacity has even been reduced. In 2011 and 2012, the stadium underwent its only major renovation in preparation for its centenary. Nonetheless, it has been an incredibly adaptable venue, serving for many years as home to Swedish football team Djurgårdens IF, and accommodating a wide variety of sporting and cultural events – from ice hockey to American football and from Italian tenor Luciano Pavarotti to Swedish DJ Avicii. It is also where the Stockholm Marathon ends each year.

The stadium has also maintained a long and at times somewhat chequered connection to the Olympic Games. In 1956, for instance, the equestrian events of the Summer Olympics taking place in Melbourne, Australia, were hosted some 15,000 kilometres away in Stockholm Olympic Stadium due to animal quarantine restrictions in Australia. And in August 1997, as Stockholm vied to host the 2004 Summer Olympics, the stadium was one of several sites in Sweden bombed or set alight by Swedish far-right extremists opposed to Sweden hosting the games.

READ ALSO: Polls suggest Italians much more enthusiastic about Olympic bid than Swedes

Although modern stadiums designed or used for the Summer Olympics now typically seat three to four times more people than Stockholm Olympic Stadium did in 1912, the historic venue still has a chance of returning to its Olympic origins. If Stockholm-Åre is selected to host the Winter Olympics in 2026, the snowboarding competitions are slated to take place in the landmark stadium, neatly tying together 114 years of Olympic history.

Victoria Martínez is an American historical researcher, writer and author of three historical non-fiction books. She lives in Småland county, Sweden, with her Spanish husband and their two children.

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