2010 Canadian Olympic Team Retail Apparel unveiled today – available only at the Bay and Zeller’s stores

First look at youthful and visionary apparel inspired by great Canadian stories

Canadian athletes and team officials will be outfitted in a line of bold, modern, fashion-forward clothing, designed by Hudson’s Bay Company, that celebrates Canada’s stories and spirit as the country welcomes the world to Canada for the Vancouver 2010 Olympic Winter Games.

Key facts about the 2010 Canadian Olympic Team Retail Apparel:

Canadian colours. The colours of the collection are represented by a traditional palette of red and vintage white, strengthened by black and combined with an athletic heather grey.

Great Canadian graphics. Influential work of many great Canadian graphic designers from the modernist era in the 60’s and 70’s inspired the Hudson’s Bay Company design team to revisit and re-ignite a classic clean design aesthetic to the collection.

Hudson’s Bay Company branding. Combining the crest and the stripes, the Hudson’s Bay Company logo is steeped in tradition and reflects rich heritage of the company that stood side by side with Canadians throughout their shared history.

Canada wordmark. Clean and symmetrical, the Canada wordmark features the letter ‘A’ pointing upward to represent the mountain ranges and slopes of British Columbia, Host Province the 2010 Winter Games.

The 2010 Canadian Olympic Team Retail Apparel collection includes a foundation of iconic Canadian items – the parka, toque, knitted sweater, and buffalo plaid – pieces that capture a contemporary Canadian look and feel that have also been embraced as Canadian icons all over the world. The designers’ approach to the collection authentically reflects the attitude of Canadian athletes: training diligently and competing hard while having fun. Modeled at today’s event were the official outfits Canadian athletes will wear on the podium and at the Closing Ceremony, as well as leisure wear for the Olympic Villages in Vancouver and Whistler.

“For close to 340 years, the Hudson’s Bay Company has been a part of this country’s proudest moments – including supporting Canadian athletes at home and abroad. From the first time our Canadian Olympic winter athletes wore Hudson’s Bay Company clothing in 1936, to its ongoing fundraising efforts in support of the Canadian Olympic and Paralympic Teams, our company is fully committed to supporting the hopes and dreams of Canada’s athletes,” said Jeff Sherman, CEO, Hudson’s Bay Company.

“The Hudson’s Bay Company continues to be an outstanding supporter of the Canadian Olympic Team, including working collaboratively with Canadian athletes to ensure the design captured both the functional and fashionable elements for our team”, said Chris Rudge, CEO, Canadian Olympic Committee. “Every athlete will be proud to wear the Canadian-made uniforms at these historic Games.”

“We worked with a team of top-notch designers who derived inspiration from great Canadian stories to create a look and feel that celebrates the determination, attitude and successes of great Canadians, such as the Crazy Canucks, Rick Hansen, Manon Rhéaume and Terry Fox,” said Suzanne Timmins, fashion director, Hudson’s Bay Company. “It’s original, functional and fun.”

The 2010 Canadian Olympic Team Retail Apparel, now available for sale at the Bay and Zellers and online at , was unveiled through a dynamic fashion show that was part of today’s grand opening of the Vancouver 2010 Olympic Superstore located at the Bay in downtown Vancouver. The youthful and visionary designs were modeled by Olympians and Olympic hopefuls, including Steve Yzerman, Salt Lake City 2002 Olympic gold medallist and Executive Director for the Canadian Olympic men’s 2010 ice hockey team, Nathalie Lambert, three-time Olympic short track speed skating medallist and Canada’s Chef de Mission for the Vancouver 2010 Olympic Winter Games, Brittany Schussler, Canadian National Speed Skating Team, and Mike Janyk, Canadian National Alpine Ski Team.

Canadian Olympic Team members will each receive 28 items as part of their 2010 uniform, including leisure wear, jackets, pants, parkas and luggage.

As part of the launch of its 2010 Canadian Olympic Team Apparel, Hudson’s Bay Company will host free concerts throughout the day at the new Olympic Superstore, including performances by award-winning Canadian artists Sam Roberts and the Cowboy Junkies and Juno nominee Dan Mangan.