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<< Previous   of   Next >> Associated Press  (click to enlarge) Ralph Lauren polos are the official Olympics team uniforms. Athletes and spectators alike are wearing them around the Olympic Village.   ADVERTISEMENT   Related Stories • Does Olympic fashion come in size ouch? 8/18/08   CONTACT THE HERALD Melanie Munk, Features Editor munk@heraldnet.com   Published: Monday, August 18, 2008 Athletes and spectators sport designer duds at Beijing games By Samantha Critchell Associated Press The Olympics might honor old sporting traditions, but the Summer Games in Beijing put the spotlight on some new looks. You'll see U.S. athletes in Ralph Lauren polo-collar pullovers with Chinese writing that spells "Beijing" on the front, and you'll see equestrians in tech-infused Nike riding boots with an adjustable titanium screw-in spur system. Here are style highlights from the '08 Olympics: RIDING IN STYLE Nike's boot for equestrians is called the Ippeas -- Greek for "rider." Riding boots have remained relatively unchanged since the 1800s, But today's athletes were looking for lighter footwear while maintaining the traditional look. The final product is a leather and synthetic boot that emphasizes traction and communication with the horse through a thin, high-abrasion synthetic rubber material on the side of the boot. There's also Nike's signature Air cushioning for comfort. SAND SHOES Nike also is introducing new shoes for beach volleyball players, who really have no history of shoes at all. The company says players explained that they preferred being barefoot because it allowed for the most freedom in movement, though they acknowledged that hot, cold or coarse sand could be a distraction. Designers thought the happy medium would be the Zesti beach volleyball sock. It's made from a breathable, seamless fabric that clings like a second skin. There are rubber cleats on the bottom for protection and stability. WATCH OUT Omega, the official timekeeper for the Olympics charged with measuring to the millisecond the speed of swimmers, runners and others, has a collection for consumers too: There are five dials on the Olympic Speedmaster 5-Counter Chronograph mimicking the five Olympic rings with a small second counter, a seven-day chronograph recorder, a day indicator, a 12-hour chronograph recorder and a 30-minute chronograph recorder. The watch is waterproof up to 330 feet and comes in 18-karat rose gold with an alligator strap, 18-karat yellow gold, a stainless steel one and a stainless steel with matching bracelet. The retail price is $19,000. For that, you also get a commemorative, screw-in caseback with an Olympic Timeless medallion. HOT POLOS Ralph Lauren is the official outfitter for the U.S. Olympic Team for the first time, replacing the Canadian firm Roots. Shoppers are snagging the clothing athletes are wearing around the Olympic Village. Pullovers with Chinese writing are selling well, as are classic polo shirts adorned with the Olympic rings, the U.S. team logo and the classic Polo pony, according to the company. IMPERIAL PRINTS Shanghai Tang claims to be the only luxury fashion brand with a long Chinese legacy that is exported to the West. Its success -- including a new flagship on Manhattan's Madison Avenue -- is due to the marriage of craftsmanship and sophistication, says CEO Raphael le Masne de Chermot. The company's custom-tailoring service upholds the "time-honored traditions and techniques of the Chinese Imperial era while sourcing the finest fabrics from all over Europe," le Masne said.

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