Wimbledon goes smart casual with varsity-inspired fashion line for tennis fans

“What is wonderful about the sport is the almost unconscious blending between competitor and spectator,” he said.

“Every year, we watch and admire amazing fashion takes across both our grounds and on our courts. We are genuinely inspired by that combined look and feel and I hope the new additions reflect all of our experiences as much off court as on.”

The club’s purple and green towels and caps have become iconic, and Mr Hewitt said he hoped that the new range would become one of the styles of the summer.

“I like to think some of the items from this year’s semi-formal range will become staples for other smart-casual occasions throughout summer too,” he said.

“The branding is subtle and modern, simply featuring an embroidered tennis ball, so they’re certainly not Wimbledon-specific.”

Looking ace still the priority

He added that he hoped the new collection would encourage those watching the world’s most famous lawn tennis championship to dress smartly.

“Unless you’re lucky enough to be in the Royal Box, or actually walking out to compete on one of our courts, there is no official dress code for Wimbledon,” said Mr Hewitt. 

“But we are happy to encourage dressing smartly hence the new, semi-formal pieces for 2023. We’ve started it modestly, with just a handful of styles, but we will definitely be expanding for 2024 which, of course, is already well under way.”

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