October 30 - Retailer Hudson's Bay has unveiled its Olympic and Paralympic kit for the Canadian team at Sochi 2014 inspired, they claim, by "the core essence and spirit of Canada".
The kit aims to capture the "spirit of Canada", to "unify both sport and style" and to create a look that is "modern and comfortable, and most of all, passionately Canadian", officials claimed.
Particular elements, including the incorporation of traditional Canadian colours of red, white and black, the prominence of the iconic maple leaf and the Canadian crest and the presence of national animals in the beaver, the loon and the polar bear, are all included.
Among the items on sale are a reversible down jacket, a "chunky knit Canada beaver sweater," a duffle coat, a "colour-blocked" tee shirt and a special Canadian Paralympic tee-shirt.
Bonnie Brooks, President of Hudson's Bay Company, explained how excited the company were to design the kit.
"We're so proud to continue to be a part of the Olympic Games and are thrilled to be the Official outfitter of the Canadian Olympic and Paralympic Teams," she said.
"As a premier national partner of the Canadian Olympic Committee and Canadian Paralympic Committee, we support our athletes in many ways and we are excited to witness what they will accomplish at the Sochi 2014 Olympic Winter Games.
"We at Hudson's Bay are fiercely proud to be Canadian and are passionate about bringing the Olympic spirit to Canadians through our clothing and we can't wait to cheer on our athletes, knowing that we can own the podium."
Canada will be targeting another strong performance at Sochi 2014.
They won 26 medals, including 14 golds, finishing top at Vancouver 2010 while they finished third in the Paralympics with 19 medals, including 10 gold.
Marcel Aubut, President of the Canadian Olympic Committee, claimed the launch of the new kit as a step on the road towards improving those performances.
"Today, we celebrate Hudson's Bay's long-standing partnership in Canada's Olympic Movement and recognise that their support is integral to our cause," he said.
"We thank Hudson's Bay for once again delivering iconic, beautiful uniforms that honour our athletes' commitment to our nation and our commitment to them.
"They are not just our athletes' uniforms, they are Canada's uniforms."
Gaétan Tardif, President of the Canadian Paralympic Committee, was also excited about the launch of the new kit.
"This is a landmark day for the Canadian Paralympic Committee, with the launch of the spectacular Sochi team clothing collection as well as the renewal of our partnership agreement with Hudson's Bay for the next eight years," he said.
"We're also very excited about the opportunity for Canadians to support the Canadian Paralympic Team and build its profile by purchasing a Paralympic team t-shirt at Hudson's Bay stores in the lead up to the Sochi 2014 Paralympic Winter Games."
October 2013: Canadian Olympic team urged to incorporate gay solidarity rainbow flags on Sochi 2014 kit
September 2013: Olympic champion skier Bilodeau launches Canadian Red Mittens campaign ahead of Sochi 2014
May 2013: Canada hopes red sunglasses will prove as popular as red mittens
November 2011: "We'll look and feel like Canadians" promise designers as uniform for London 2012 revealed
August 2009: Canada 2012 hopes receive a cash boost