Wimbledon has introduced its first strawberry-themed capsule wardrobe.
Before the official start of The Championships next week, the All England Lawn Tennis Club (AELTC) unveiled a retail collection that reflects the most British of Wimbledon traditions: strawberries and cream.
The “bold” berry motif is described as a “playful red accent” integrated by The Championships’ design team into the official garments, which includes a red-collared polo shirt with a strawberry logo and a red-lined matching tennis skort.
A strawberry motif has been included on various accessories since 2024, but 2026 marks the first dedicated collection.
Another source of inspiration for the design team is Midge, the Mattel fashion doll who is marketed as Barbie’s best friend.
The doll, which was introduced in 1963, wears a vintage tennis outfit with a bright red trim, a “playful” and “retro” detail that has been replicated for the 2026 retail collection.
Also available in the first-time capsule collection are a pair of strawberry crew socks that have “love” and “Wimbledon” embroidered on them, as well as the distinctive red fruit.
The strawberries and cream available at SW19 have become “an icon synonymous with the Wimbledon experience”, a press release announcing the capsule collection stated.
However, the new fashion line comes as the price of a small container of the summer fruit at The Championships has risen for the second time in two years, going up by 15p from 2025’s £2.70 to £2.85.
Price of Pimm’s passes £13 a glass
Meanwhile, a glass of Pimm’s will cost attendees £13.45 the tournament, an increase of £1.20 from 2025.
The AELTC has blamed the price increases on inflation, telling The Sun that the event is “not immune” from the food and drink inflation that “continues to be a challenge nationwide”.
They added: “We pride ourselves on creating a menu that utilises British, seasonal produce to keep costs to a minimum wherever possible, and offering a variety of food and drink to help ensure there is an option for every budget.
“We continue to strive to keep the iconic elements of the Wimbledon food and drink experience affordable, and believe that the 2026 pricing represents good value for money.
“Unlike many other events of our scale, we do of course allow our guests to bring in their own food and drink if they wish.”
Elsewhere in the 2026 retail collection, the sportswear revolution instigated by René Lacoste, the 1920s tennis star, is the inspiration for the piqué fabric chosen for the clothing.
Lacoste was known for revolutionising sportswear after he discarded the heavy flannels of the era and invented the Lacoste tennis shirt, which was a lightweight and breathable cotton piqué polo shirt.
The fabric features prominently throughout the new Wimbledon collection and is described as “a nod to the sporting codes of the 1920s and 30s”.
Daniel Ashmore, head of retail and merchandising at the AELTC, said: “This year’s collection is a testament to Wimbledon’s commitment to evolution, honouring our past while embracing the future of tennis fashion.
“We wanted to create pieces that feel timeless and modern; collections inspired by decades of Wimbledon heritage while designed for today’s consumer and how they dress both on and off the court.”
The capsule collection comes as “tenniscore” fashion has spilt into popular dailywear, evidenced by a 129 per cent growth for Wimbledon’s lifestyle range between 2021 and 2025.
Designer labels have also been acting on the trend, with luxury fashion house Miu Miu launching a 17-piece Court Essentials wardrobe before The Championships that includes white knit polos and a piqué minidress, as well as a collaboration with New Balance on a pair of 530 SL Deco’ $1,270 (£962) leather trainers.