The London 2012 Olympics (Made in Turkey!)

By Danny Buckland

BRITAIN’S Olympic athletes will be performing with Team GB logos on their chest and “Made in Turkey” tags inside their clothing.

The gear worn by gold medal hopefuls pentathletes Jessica Ennis and Heather Fell, cyclists Victoria Pendleton and Sir Chris Hoy will be manufactured outside the UK despite being designed by British fashion queen Stella McCartney.

Her stylish official merchandise, which is now on sale to fans, has been made in Turkey because of the demise of the British mass clothing industry.

Shoppers were shocked to see “Made in Turkey” labels in her designs, which range from singlets at £26 to hoodies selling for £60.

In a further blow to the British image, commemorative badges of landmarks like Buckingham Palace have been made in China.

The extent of foreign influence in 2012 merchandising has become clear with the official website shop offering only a handful of goods made in the UK.

McCartney’s designs for the team have yet to go into production but her general fashion range has been manufactured more than 1,500 miles from the Olympic Stadium.

“It is a great shame but the Olympics have come along too late for British clothing and textiles,” said Malcolm Ball, chairman of trade group, the Association of Suppliers to the British Clothing industry.

“The sad fact is that mass manufacturing went offshore a decade ago and what is left is very good but very niche. UKplc has evolved but unfortunately the clothing manufacturing sector has been a casualty because firms could not compete with China, Bangladesh and other parts of Europe on price.”

Britain still retains top quality design along with product research and development, but finished garments flood in from the Far East every day.

The London 2012 website is pushing a bewildering array of merchandise featuring the Union Jack, but made in China, Vietnam, India and Turkey. It includes egg cups, breakfast crockery, mugs, towels and bedspreads.

The latest marketing devices, which have just gone on sale, are £6 silhouette pin badges of Buckingham Palace, Nelson’s Column, the Monument and the Albert Hall – all made in China. With no trace of irony, they are also selling badges of London’s Chinatown.

“A lot of the design and creative work is done in the UK but often manufacture will take place outside the UK. Where possible our licensees do manufacture in the UK,” said a 2012 spokesperson.

“Some people have described 2012 as the year of two Christ-mases because there are huge opportunities for manufacturers and retailers with the interest in merchandise.”

Over 95 per cent of contracts were awarded to firms with a UK base and British business will get a £5billion surge from merchandise, he added.

An Adidas spokesman said: “To celebrate the Games being held in London, Adidas wanted to work with the best British designer, so appointed Stella McCartney as its creative director.

“Adidas works with business partners from all over the world to manufacture its collections. We only conduct business with those who work in a fair, honest and responsible manner.”

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