Left On Friday reposted this
The #Olympics are inherently competitive. That’s the whole point of the event, after all. But when it comes to brand representation via uniforms, there’s a new leveling of the playing field. While major brands like The North Face are front and center at this year’s games — with the U.S. outdoors brand creating climbing uniforms for the U.S., Japan, South Korea and Austria — some countries are opting to work with more regional names rather than large international conglomerates. Left On Friday, for instance, is a Canadian brand designing for a Canadian team, and Paris-based streetwear designer Stephane Ashpool is designing for the French Olympic team. Meanwhile, other countries are turning to brands within a sport’s niche because they know that the brand has the technical know-how around what athletes need.
