Leading lifestyle apparel and accessories brand Lee Cooper has formally unveiled its Team Great Britain's formal wear for the Beijing Olympics 2008 to the world, a statement issued by the company said on Saturday.

Company officials said the aim of the collection was to design an outstanding visual product which breaks the mould of traditional parade and formal wear - adapted to Beijing's hot and humid weather and is comfortable yet classic.

The collection will allow the members of British team to wear the clothes even after the Olympics.

The apparel range was designed by Olympian Sarah Winckless, a gold medallist in women's rowing, Lee Cooper's Jeans Guru Tim.

The collection includes a selection of white jackets with blue bottoms, chinos for men and skirts of women, with the dominant shades being white, blue and the red of the British flag. The jackets, made from white stretch canvas fabric with gold buttons, have an inscribed interior gold piping - "Inspired, Proud, Determined and Passionate".

The bottoms have been cut in fine blue gabardine fabric and paired with blue cotton polo shirts and traditional British Boaters' shoes.

Team Great Britain's chef de mission Simon Clegg said the clothes were an ideal combination of comfort and style. "The designers have delivered a fantastic overall look and I am confident that Team GB will make an impact," Clegg said.

The unveiling of Lee Cooper's Beijing collection coincided with the company's 100th birthday on Aug 8.

It began in 1908 as a humble tailor's shop set up by the three Cooper brothers, Louis, Myer and Morris, who fled poverty and oppression in Europe to South Africa.

The brothers started off with hand-tailored native waistcoats and gradually moved to denims and lifestyle clothes and accessories. M&B Footwear and the Future Group are the Lee Cooper licensees in India.