How to be a smash hit ... Wimbledon style
WIMBLEDON has launched its first range of smart casual gear for spectators as it reveals many visitors are unsure what to wear to the championships.
The All England Club said that the new semi-formal range designed just yards from Centre Court would allow all guests to wear something “from Wimbledon to Wimbledon”.
The range includes cotton chino trousers and shorts, Oxford shirts, knitwear and striped dresses, with prices up to £250.
The club has also commissioned “Varsity-style pieces” which it says reflect “the preppy, collegiate style which has infiltrated wardrobes across the globe in the past year”.
New seasonal pieces include the W Varsity Bomber, a limited edition, traditional varsity jacket made from hard-wearing Melton wool, featuring an embroidered felted W patch.
The small team of designers includes some who have previously worked for classic British brands and who have worked on a broad range of styles including Tenniscore, an emerging fashion based on the sport.
There is no official dress code but they found that there was confusion about what to wear to the championships, which take place in July.
According to the All England Club, in the lead-up to the prestigious championships there was a 404 per cent spike in online searches on what to wear to the event compared with earlier in the year.
The new collection has been more than two years in the making. David Hewitt, head of retail & merchandise, said the club was “continually looking to push the boundaries” and move beyond sportswear.
He said: “Our semi-formal range is exciting new territory for us.”
The club’s purple-and-green towels and caps are iconic and Mr Hewitt hopes the new range will become a style of the summer.
He said: “We’ve started modestly, with just a handful of styles but will definitely be expanding for 2024.”