Team GB's kit is the most envied in the Olympic Village.
Stella Mccartney designed the sportswear for the home nation and double gold medal-winning rower Pete Reed admits the other nations are jealous because theirs are so ''plain and flat'' in comparison.
He said: ''Everyone wants it. Everyone in the Olympic Village wants to trade with us. Lots of other nations look so plain and flat. Our kit is really something to be proud of.
''I was one of the guys who loved it straight away - it's had a hard time because of the lack of red, but when you look around The Village, there really is a lot of that. When we get together as a team, we really stand out.''
Pete's favourite labels are Burberry, Barbour and Oliver Sweeney and he hopes his new high-profile will lead to him given more help with his sartorial choices.
He told Vogue.co.uk: ''I spend a lot of time wearing tracksuits and team kits, which aren't too trendy, but I do keep an eye on the gents magazines. I think I have a natural eye for it. I like what I wear, but doesn't everyone?
''If there's anyone out there who wants to dress me, well, that'd be incredible. I like to be comfortable.''