For over a century, watching tennis at Wimbledon has come with its own unspoken dress code.
Spectators traditionally reached for Panama hats and starched linen jackets as instinctively as players pulled on their all-whites.
But this year the chic woven headwear is making way for an array of trendy bucket hats while denim jackets now sit comfortably alongside heritage blazers.
Launching today (Thurs), the All England Lawn Tennis Club’s 2025 collection marks its biggest shift from genteel, old-school chic towards the fashion-forward, semi-formal ‘tenniscore’ aesthetic.
The ‘Court to Club’ capsule is said to be a curated edit designed to allow customers to move seamlessly from court-side to post-match socialising and country club style .
The collection comprises 174 pieces, priced from £10 to £155, and includes items such as navy and green hoodies, a beanie, £139 striped joggers, and crepe jackets.
It has ten different styles of bucket hats on offer – compared to just the one Panama – having only introduced the item for the first time last year.
This includes a £39 white option, a new addition to the popular strawberry collection first launched in 2024 in a nod to the SW19 staple – which is embroidered with a giant strawberry.
Wimbledon has ten different styles of bucket hats on offer this year having only introduced the item for the first time last year
The ‘Court to Club’ capsule is said to be a curated edit designed to allow customers to move seamlessly from court-side to post-match socialising and country club style
A white bucket is a new addition to the popular strawberry collection first launched in 2024 in a nod to the SW19 staple
There has been a subtle move in the Wimbledon Shop towards the preppy tenniscore trend made popular by Zendaya’s Challengers movie sending sales sky-rocketing
Meanwhile sculpting gym leggings and cycling shorts have made their first appearance at the Club alongside long-standing traditional tennis skirt pleats.
There has been a subtle move in the Wimbledon Shop towards the preppy tenniscore trend made popular by Zendaya’s Challengers movie sending sales sky-rocketing.
Last year’s collection which featured stylish bomber jackets, strawberry logoed sweaters and vintage cardigans was the Club’s best selling ever at both SW19 and online with each seeing double-digit growth.
‘This year’s collection is inspired by the entire Wimbledon experience—from the intensity of the game to the social atmosphere of the Club,’ said Daniel Ashmore, AELTC’s Head of Retail and Merchandising.
‘We’ve drawn inspiration from our archives and the evolving trends in tennis fashion, designing a collection that caters to everyone – from serious players looking for the best performance wear, to those who simply enjoy the social side of the sport, and want to look the part.
‘All of the pieces blend performance functionality with a touch of country club elegance, perfect for both on and off the court,’ he said.
The collection also draws on the Club’s rich heritage with a newly developed Wimbledon wordmark, inspired by a flowing script discovered on an early 20th-century croquet box from the Wimbledon Lawn Tennis Museum’s archives.
There has been a subtle move in the Wimbledon Shop towards the preppy tenniscore trend made popular by Zendaya’s Challengers movie sending sales sky-rocketing
The release comes as new data from the AELTC shows tennis is experiencing a cultural resurgence in the UK fueled by fashion
The range features a new ecru cotton denim jacket that sits comfortably alongside heritage blazers
The release comes as new data from the AELTC shows tennis is experiencing a cultural resurgence in the UK fueled by fashion.
Of the 2001 Brits polled, 43 per cent say the sport is becoming a stronger part of national identity, rising to 70 per cent among 25 to 34-year-olds.
The Club is now offering cycling shorts and sculpting leggings alongside the traditional tennis skirts
Last year’s collection which featured stylish bomber jackets, strawberry logoed sweaters and vintage cardigans was the Club’s best selling ever at both SW19 and online
In that same age group, 57 per cent say they are following the tenniscore trend, and 64 per cent already own tennis-inspired clothing.
The 2025 Wimbledon Retail Collection is available now in-store and online, ahead of The Championships, which take place from 30 June to 13 July.
