Red, white and blue and the American flag? Check. Olympic rings? Check. Polo ponies? Yep, those are there, too.
Designer Ralph Lauren is once again outfitting Team USA, this time for the 2026 Winter Games that will take place starting next February in one of the world’s fashion capitals, Milan, along with Cortina and other Italian cities.
Described by the men’s fashion magazine GQ as a “bonanza of big, audacious, après-ski-inspired looks,” the flag-emblazoned knitted turtleneck sweaters, toggle coats, puffers, wool pants and other gear will be worn in the Opening and Closing ceremonies of the Games.
All of it, along with extra items for athletes to show their country’s colors between competitions, is gifted. But David Lauren, the fashion house’s chief branding and innovation officer, told GQ the “quiet luxury” embodied by the clothing also needs to make money.
That’s where the retail versions of the American-made Team USA kits come in, with everything from sweatshirts with teddy bears to leather jackets to iconic flag sweaters priced at just under $700. Want one of the white wool toggle coats? That’ll cost nearly $2,000.
Lauren said the company, which has provided uniforms for Teams USA for nearly 20 years, had “to be cognizant of temperature, layers, fabrications. It’s a whole other level up in price points, because you’re creating things that are more expensive.”
There seems to be plenty of enthusiasm for the merchandise on social media, with posters on Tik Tok reacting with fire emojis and declaring that despite the price, the sweaters, coats and other items help fuel the patriotism they feel during the Olympics.
Organizers of Utah’s next Olympics, the 2034 Winter Games, are also excited about the new Team USA look that follows their recent branding as Utah 2034 with a new logo that’s drawn criticism for being hard to read and too bold.
“The Team USA uniforms from Ralph Lauren are fantastic,” said Fraser Bullock, president and executive chair of the privately funded Organizing Committee for the 2034 Olympic and Paralympic Winter Games.
Bullock, who said he got a preview of the uniforms during the Team USA Summit in New York City in October, said he “knew they were very special.”
The Utah delegation headed to Italy for the 2026 Games will be wearing some of the new Ralph Lauren Team USA items, he said, as well as the black-and-white Utah 2034 gear that’s also being sold now.
“We want to celebrate our 2034 Games while also cheer on the great athletes from Team USA,” Bullock said.
There are already some Ralph Lauren button-down shirts, puffer vests and other items with the new Utah 2034 logo being worn by organizers, but he said those won’t be sold to the public for a while.
“The appropriate focus for Ralph Lauren is all the gear for the Milano Cortina Games,” Bullock said, “so the Utah 2034 gear will become available after those Games.”