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The Olympics are nothing if not an exercise in branding (and athletic prowess and international relations, I guess). While 99% of the time I don’t exactly bleed red, white, and blue, the Olympic Games always bring out my inner patriot. And how better to broadcast that eagle screechin’, star-spangled enthusiasm than through capitalism? That’s right—I’m talking about merch, baby!
The Games have only just begun in Paris, but I’ve already got my eye on some looks. Emma Chamberlain has become a one-woman Ralph Lauren runway over the last few days, repping everything from archival suiting to Polo tees. I’ve also been partial to some of the Team USA gear, particularly the knit pullover with the Olympic rings sitting just below the American flag. With apologies to the home team, however, no merch holds a candle to British diver Tom Daley’s hand-knit sweater.
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Daley’s hobby is no surprise to fans who watched him knit his way through the 2020 Olympics. While he picked it up as a pastime during the early days of quarantine—which spawned his knitting-focused Instagram account, @madewithlovebytomdaley—his following grew during the Tokyo Games, where he was regularly spotted knitting in the stands. (The finished products included a white sweater with the Olympic rings and the Union Jack and a medal pouch.)
This time around, he’s taken up a new design, which he unveiled on Instagram (after winning a silver medal, no less): He fashioned himself a navy blue sweater with red and white accents and a hem lined with Union Jacks. The front breast features an Eiffel Tower, while the back boasts his last name. But really, who else could rock a hand-knit sweater like Tom Daley?
