YOU may have noticed a huge influx of patriotic red, white and blue garments in the shops this season...with more sophisticated variations of the Geri Halliwell flag dress showing up in many high street stores.
But sports-inspired chic has also found its way into many collections.
At This of Die, in London Road, Wellingborough, owner Lucy May, stocks several designers influenced by the sporting aesthetic.
“I think particularly with the likes of Fred Perry, who are really aware of sporting events, that the Olympics has filtered down into fashion design,” said Lucy.
“Fred Perry has definitely picked up on the colours and has also recently released a Bradley Wiggins range.
“But then Fred Perry was the last British player to win Wimbledon, so they are a range that are at their essence influenced by sport.
“Merc is another mod brand that was established in the 1960s. They have a lot of stuff that has a sports theme to it like polo shirts, but whereas these items used to be for sports now they are more of a sports casual look.
“Sports casual has become something very fashionable.”
Official Olympics wear so you can dress like heroes...
YOU may never reach the standard of an Olympic athlete... but that doesn’t mean you can’t dress like one.
Adidas has brought out an official Great Britain Team GB for the London Olympics range, which can be found at John Henry Sports, in Wellingborough Road, Northampton.
Phil Millbank, owner, said: “The Olympics is a once-in-a-lifetime event for Great Britain and we should all get behind the teams, buying the ranges is one way that you can do that.”
Phil is also expecting the sale of sports goods to go up as a result of the Olympics.
He said: “If particular GB teams do well in the Olympics, you always get people buying sports wear for those teams. “In the 1980s when the hockey team did really well, sales boomed. It was a sport that wasn’t really big before then.
“I think cycling and swimming will be the ones we do really well in this time around.”
John Henry Sports is offering readers of The Guide a 20 per cent discount on its official Olympics range of clothing.