The Gold Medallists of Olympic Games Fashion

Levi Strauss & Co: I Wanna Be a Cowboy, Baby
One of the most memorable kits in sporting history was undoubtedly the Levi Strauss & Co. outfit worn by the United States at the 1980 Winter Olympics. Decked out in a 30-piece uniform (valued at around US$1,200 retail), the Team USA wardrobe featured stomping cowboy boots, pearl Western hats, rancher’s shearling jackets, and classic plaid shirts. 

An apparel evocation of the so-called ‘Great Out West’, the team uniforms served as a lynchpin for America’s newfound conservatism and nostalgia for the cowboy archetype. Levi’s – an iconic denim brand that had become synonymous with American manufacturing and identity – paid homage to this bucolic ideal, and the athletes were reportedly thrilled to have a wardrobe reminiscent of perennial Hollywood heartthrob James Dean. 

But it wasn’t just Americans enamoured by the Levi’s kit. Denim-loving Russians were dejected when the US boycotted the 1980 Summer Olympics in Moscow, after Levi’s were planning to distribute 17,000 pairs of jeans and t-shirts to ticket takers and ground crews in Russia. 

With a black market economy for Levi’s jeans already surging in Russia, the US withdrawal was a devastating blow to young denim aficionados under the Soviet Union. The chance to cop free Olympic merchandise from Levi’s would’ve been a once-in-a-lifetime opportunity. 

Ralph Lauren and the Yacht Club Kids 
Mr. Stars and Stripes himself, Ralph Lauren’s eponymous brand has been stitching together the outfits of the US Olympic team since 2008.

Distinctly preppy, über patriotic, and Ivy League–ready, Ralph Lauren’s Olympic kits have become sartorial extensions of the brand’s luxurious ethos. With strong roots in American prestige, Ralph Lauren have established a classic style as part of their Olympic tenure: white selvedge denim jeans, red boat shoes, and timeless navy blazers have become just some of their aesthetic hallmarks. 

Still, the brand has been willing to experiment with their look. For the PyeongChang Winter Olympics in 2018, Ralph Lauren revealed gaudy suede fringe gloves with a similar Southwestern flair to the legendary Levi’s look from 1980.

Who says you can’t teach an old cowboy new tricks? 

Nike Goes Nuts for Tokyo 2020
Although the Tokyo 2020 Olympic Games have been postponed, we can safely say that the corresponding apparel will become a modern classic. 

Nike threw the kitchen sink at collaborations, inviting everyone from Virgil Abloh’s all-conquering Off-White label to Japan’s cult favourites UNDERCOVER. With the acolytes of style all on board, the collection has already garnered streetwear significance beyond the track and field. 

For their official kits, Nike’s retromania will be in full swing, with bold prints and colourful throwbacks complementing selective tie-dye treatment (leveraging the current ‘Deadhead’ swell in streetwear). 

Boxy, oversized fits are perfectly coherent with the runways of Milan and Paris, while Dutch artist Parra lends his hand with the kind of bold pastoral stylings that have made him one of the most recognisable artists on planet earth. 

Manufactured with ethically-sound 100% recycled polyester, this promises to be one of the most impressive collections in recent history. Stay tuned for Tokyo 2021, because the team kits and complementary apparel are destined to have a profound impact on fashion and sport well into the future. 

Can’t wait?