In Pictures: Wimbledon blends tennis, strawberries and stripes for 2024 retail collection – TheIndustry.fashion

The All England Lawn Tennis Club (AELTC), home of the Wimbledon tennis championship, has unveiled its latest retail collection, designed onsite at the legendary sporting venue.

Designed for on- and off-court activities the collection includes performance were and seasonal lifestyle items with strawberries and stripes a recurring motif, along with the club’s iconic white, green and purple colour palette.

The retail collection was introduced to capitalise on the on-going “tenniscore” trend in fashion and this latest offering is the largest collection to date.

Featuring classic tennis whites, versatile athleisurewear, stylish accessories, and a smart- casual range, this year’s collection “echoes Wimbledon’s rich history while encapsulating the unique spirit of British summertime”.

Daniel Ashmore, Head of Retail, Merchandise & Licensing at the All England Club, commented: “We are delighted to launch the 2024 Wimbledon retail collection, our largest and most varied range to date. In addition to our traditional all-white tennis kit, the collection includes modern athleisurewear, smart-casual garments and accessories; designed and ready to wear both on and off the tennis court.”

Classic pieces are given a modern twist with the use of vibrant colours and playful details, such as classic white pleated skort, which this year comes with Botanical Green undershorts and in Vivid Viola, with a contrast purple design inspired by the famous nets of SW19. Elsewhere in the range are knitted cardigans, oversized rugby shirts, and sweatshirts along with sweat-wicking tennis separates and accessories.

Highlights this season include a navy Harrington jacket with an exclusively designed Wimbledon check interior, a white sweatshirt embroidered with a giant strawberry, a retro-inspired navy and white bomber jacket, and an urban-style green and white co-ord tracksuit. Accessories include a range of Italian leather bags including cross-body bags, shoppers, backpacks, and washbags.

The AELTC in-house design team was assembled four years ago and is comprised off individuals from key British design and retail destinations.

The retail range is priced from £15 to £250 and is available at the Wimbledon store and at shop.wimbledon.com.