The US Olympic Team Has Worn The Local Fashion Brands In The Past Decades.

We recently checked the jersey of the Rio Olympic Games, Stella McCartney, Lacoste, H&M, Giorgio Armani, DSquared2, Chrisitian Louboutin and so on.

Frequent sportsmen are accompanied by athletes from all over the world in Brazil.

Have you ever wondered how they affect sports?

At the first modern Olympic Games in 1896, athletes or uniformed uniforms were present.

When London became a sponsor in 1908, athletes began to wear uniforms to distinguish themselves from other countries.

Take the Olympic costume, for example, its sponsorship.

All is not small.

Among them, Halston, Levi's and Ralph Lauren have been regarded as the three official sportswear, not only because of their strong design strength, but also their industry status and reputation.

As a spectator, you might have to take the political and economic factors into account before you can understand the so-called "aesthetic ideas" of Olympic uniform better, such as college jacket and

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In the Summer Olympics of 1976, nearly 400 American athletes appeared in the Montreal Olympic Stadium wearing Roy Halston uniforms.

In the 1970s, when USOC was making a lot of ups and downs, the choice was not surprising.

Roy Halston, now 44 years old, is praised as the soul of New York.

Despite the fact that the Watergate scandal is not so bad as the Vietnam War, more and more young Americans are more willing to indulge in the legendary club Studio 54.

Roy Halston, who was born in Chicago, was called a club star.

With the help of Elizabeth Taylor, Liza Minnelli and other movie stars, he quickly became a generation superstar and boarded the cover of the United States.

The minimalist style of Halston is evident in those neck pants, knitted dresses and A skirts.

New York Fashion Design Institute held an exhibition called "Yves Saint Laurent + Halston: fashion back to 70s".

Emma McClendon, the curator, said: "Halston can be counted as the first American star designer, and also one of the most high-profile people in the world."

But the actual situation is not optimistic: the media is not too cold about the "business norm" designed by Roy Halston.

The dress on the opening ceremony consisted of a white zipper jacket and dark blue trousers. The only "add vitality" was the red scarf at the neckline.

Halston himself is also troubled by the design process. Customers are no longer fashionable women, but athletes of all ages and of different shapes.

Despite the constant questioning, Halston has made a fortune in the Olympic career, and has gained a lot of fame to help design Braniff airline uniforms.

4 years later, the fashion world waved goodbye to 1970s.

Americans are skeptical of the national system under the backdrop of economic recession, focusing on themselves.

Levi 's entered the heyday at that time, selling 502 million jeans in the US in 1981, becoming the symbol of the United States.

So the Olympic Committee handed in the 1980 and 1984 jerseys to design.

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The Winter Olympics in 1980 were held in Lake Placid, New York.

As the host, the American athletes each received 30 uniforms of uniforms, including uniforms, jackets, cowboy boots, checked shirts, sweaters, jeans and tight denim skirts. The total retail price was $1200 (about 7993.32 yuan).

However, Levi's s is certainly not purely patriotic.

In 1980, an article said it was a major shareholder in the Olympic Games and had thrown 350 million dollars (about 2 billion 331 million yuan) for Olympic advertising.

In the same year's Moscow Summer Olympic Games, the gold Lord, besides sponsoring the American team, also presented jeans and T-shirts to the Moscow spectators, leaders and logistical personnel. At least in the case of beauty, the political stalemate between the US and the Soviet Union was easily broken.

It is reported that young people in the Soviet Union are willing to buy American jeans at a high price in the black market.

In the following 1990 and 2000s, the brands including J.C. Penney, Tommy Hilfiger, Adidas and Reebok were responsible for the costumes of the competitors.

In 2008, the US Olympic Committee decided to hand over the baton to Polo Ralph Lauren to replace Roots, a Canadian clothing company.

In Emma McClendon, this choice is very sensible, because the design elements of Ralph Lauren are rooted in American culture, and the designer herself has launched the Polo Sport sub line brand.

However, it has opened up a secret that choosing Ralph Lauren also has political factors.

At that time, the 2008 Olympic Games in Beijing was regarded as the stage of China's national exhibition. Therefore, the Olympic Committee of the United States made an extra picky choice of the uniforms to ensure that it would not be overshadowed by the Chinese team.

But what's funny is that most of these Ralph Lauren logo clothes are made in China.

Clothing brands attracted by cheap labor in China usually move production lines to China.

J.C. Penney, who was in charge of the United States team in 1992, was no exception.

This seems to be one of the reasons why Ralph Lauren today particularly stressed that jerseys 100% came from the United States.