UNIQLO unveiled the official uniforms for Sweden’s teams at the upcoming major summer sporting event starting in July. Building on its partnership with Sweden from previous events in Tokyo and Beijing, UNIQLO has continuously refined the uniforms based on direct feedback from elite Swedish athletes. The new collection, themed “The High-Performance Simplicity of LifeWear,” blends simplicity, beauty, and sophistication, perfectly complementing the glamorous Parisian backdrop. Marking a world-first for UNIQLO, 16 items in the collection feature polyester fabric made using molecular-level recycling technology, turning used clothing into new garments.*
Swedish Athletes Modeling Their New Uniforms
The latest uniform collection supports Sweden’s athletes across various contexts at the event, including competition, ceremonies, training, travel, media engagements, and rest periods. The design merges simplicity and minimalism, with a navy-blue base and tonal colors of Swedish blue and yellow, creating a calm, urban aesthetic that transitions seamlessly from competition venues to the vibrant streets of Paris. The collection embodies three fundamental values shared by UNIQLO and its partners, the Swedish Olympic and Paralympic Committees: quality, innovation, and sustainability, preparing Sweden’s athletes to perform at their best on the international stage.
*The percentage of recycled polyester varies by product.
Official Launch and Statements
Tadashi Yanai, Chairman, President & CEO of UNIQLO’s parent company Fast Retailing, said, “The success of Swedish athletes wearing UNIQLO apparel has always impressed us. We are delighted to support Sweden with our LifeWear at the 2024 Games. This collection is inspired by Swedish culture, which values beautifully simple design and modern lifestyles, as well as by the athletes themselves.”
Åsa Edlund Jönsson, Secretary General of the Swedish Olympic Committee, commented, “I thank UNIQLO for providing outstanding apparel since the Tokyo and Beijing Games. UNIQLO has meticulously reflected the opinions of Swedish sporting bodies and athletes, meeting our extensive requirements for design, quality, fit, functionality, and sustainability. We are thrilled with the results.”
Bo Sköld, Secretary General of the Swedish Paralympic Committee, added, “We are excited to unveil the official apparel for the Paris Games, developed together with athletes over several years. I look forward to seeing the athletes in UNIQLO clothing perform at their best at the Games, encouraging healthier lifestyles through LifeWear and the power of sport to contribute to better living and social progress.”
Official Clothing for Sweden’s Teams
Contexts:
- Opening and closing ceremonies
- Athletes’ village
- Training
- Mixed zone
Sports Apparel:
- Golf, badminton, table tennis, tennis, wheelchair tennis, canoeing, rowing, sailing, archery, shooting, skateboarding, breakdancing, swimming, and beach volleyball.
Notable Features:
- High-Performance Fabric: UNIQLO used high-performance fabrics such as DRY EX, Ultra Stretch, AIRism, and UV Protection to ensure comfort while competing, exercising, or relaxing in the heat.
- Innovation: The Weather Simulation Chamber at UNIQLO’s Tokyo headquarters analyzed historical Parisian climate data, testing extensively across replicated temperature and humidity conditions. This led to enhanced breathability and heat-release functionality across the collection. Design improvements include moderate silhouettes, stand-up collars, and bonded pants hems.
- Presentation 3D Knit Jacket: This jacket showcases exceptional mobility using WHOLEGARMENT technology, producing seamless designs with a single thread, enhancing air permeability for comfort.
Sustainability Efforts
- Recycled Materials: UNIQLO significantly increased the recycled material content in this collection to approximately 50% for the Paris Games. 98% of newly developed items are made using recycled materials.
- Greenhouse Gas Emissions: Since the Tokyo Games, UNIQLO has halved greenhouse gas emissions associated with Sweden’s uniforms by reducing apparel volume and using recycled materials.
- Molecular-Level Recycling: In a world-first, 16 items from the collection incorporate polyester made from molecular-level recycling of used clothing, marking the first use of customer-provided used clothing to create new products. UNIQLO produced 5,400 items through this process.
Durability Testing
UNIQLO has established its own evaluation methods for quality control, commissioning an external laboratory to subject collection items to rigorous durability testing based on international standard ISO6330. After 30-60 washes, results showed almost no change in appearance and no loose stitching, ensuring the uniforms’ durability and longevity.
