Wimbledon went smart casual with a university-inspired fashion line for tennis fans

What’s remarkable about the sport is the almost unconscious mix between competitors and spectators, he says.

Every year, we watch and admire the incredible fashions put on our courts and courts. We were really inspired by the look and feel of the mix and I hope the new additions reflect all of our experiences both on and off the pitch.

The club’s purple and green towels and hats have become iconic, and Mr Hewitt said he hopes that the new range will become one of summer’s styles.

I like to think some of the items from this year’s semi-formal lineup will become staples for other smart-casual events throughout the summer, too, he says.

The branding is subtle and modern, featuring only an embroidered tennis ball, so it’s definitely not Wimbledon specific.

Finding aces is still a priority

He added that he hopes the new collection will encourage those who watch the world’s most famous lawn tennis championship to dress smartly.

Unless you’re lucky enough to be in the Royal Box, or actually step out to compete on one of our courses, there’s no official dress code for Wimbledon, says Hewitt.

But we’re excited to encourage dressing smartly because of the new semi-formal pieces for 2023. We’ve started it simple, with just a few styles, but we’re definitely looking to expand that for 2024 which, of course, is already going well.