Men's Notebook: Olympic fashion - Telegraph Ralph Lauren as the official Olympic outfitter and Marc Newson's collaboration with G-Star. THE LOOK OF LOCHTE Ralph Lauren has wholeheartedly embraced London 2012. Once again it is the official outfitter for the US Olympic and Paralympic teams and is working with a roster of Olympic hopefuls as brand ambassadors, including the swimming sensation Ryan Lochte (pictured, wearing the Flags Polo Mesh in white, £115). It has also produced a fashion line that is inspired by the 1948 Games in London. This features a mix of vintage motifs and reproduction pieces including fleece warm-ups, a cricket collar shirt and sweatshirts. Shown here is the Rustic Utility Jersey by Polo Ralph Lauren, £125 (020-7535 4600; ralphlauren.com). The Australian designer Marc Newson has been collaborating with G-Star since 2003, and continues this spring with a streetwear collection that has plenty of sport and military influences. Shown here is a classic cotton sweatshirt with this season's recurring Walking Star Outline print (£100) and the G-Star Raw five-pocket jeans, £120 (020-7939 0930; g-star.com). The New York-based Israeli designer Dror Benshetrit is best known for his furniture and homeware designs for brands such as Rosenthal and Cappellini. His latest project is a collection for the luggage company Tumi. Angles and facets recur in Benshetrit's work, and the theme continues in the faceted surfaces of his four-wheeled cases for Tumi (small, £595, medium, £695, large, £795). The range also includes satchels, briefcases and messenger bags (uktumi.com). Once a T-shirt company based on a Cheltenham trading estate, Superdry has grown into an international brand encompassing denim, outerwear and, most recently, tailoring (jackets, £129.99). To show off this evolution and the breadth of its collection, Superdry has opened a four-storey flagship store in Regent Street, London. The shop's design has train carriages hanging from the ceiling and marine searchlights reclaimed from old Suez Canal boats, while the basement houses a Tommy Guns hair and beauty salon. 103/113 Regent Street, London W1 (020-7440 5100; superdry.com).