TORONTO - Following the success of its Vancouver 2010 Olympic apparel collection, the Hudson's Bay Company is again vying for gold with its latest line of Games gear -- fusing homegrown influences and styles from the past.

In designs created for Canada's athletes heading to London for the 2012 Summer Games, the Bay is offering a contemporary spin on traditional Canadian looks.

"The inspiration is just summer. Outdoors, adventuring, activity, and those iconic Canadian pieces. That's our formula," said Suzanne Timmins, the Bay's vice-president of fashion direction.

Canada's signature red and white colours are featured prominently in the line alongside evergreen, black and heather grey.

The word "Canada" is showcased in a large, colour-blocked band emblazoned on jackets, T-shirts and hoodies, a style inspired by uniforms from the 1976 Montreal Olympics.

The symbolic Maple Leaf also draws inspiration from the past, first seen at the Stockholm 1912 Olympics. The updated graphic has the word "Canada" arched within the shape of the leaf.

In addition, the Bay has created a collection of Olympic patches depicting the country's landscapes, provinces, indigenous animals and sports.

Beavers, elk, owls, oars and evergreens are among the images incorporated. The patches will be available separately and also woven throughout several designs, like adorning jacket fronts and sleeves. There will also be two patches dedicated to the 2012 team -- one in English, one in French.

"We believe that's iconically Canadian because badges and patches you earn as a young child through merit, you may earn them through sport, you may earn them through travel," said Timmins.

Among the signature pieces are a vented, lightweight windbreaker with a hideaway hood, and retro varsity-style track jacket with contrast stripe details.

The line also features crew neck sweatshirts and matching pants designed as a layering piece for athletes prior to warm-up and training. And in a departure from the more overtly athletic styles, the line will also include a patch-adorned jean jacket.

Canadian team members -- including around 320 athletes and 250 support staff -- will each receive 29 items as part of their uniform, including leisurewear, jackets, pants and accessories which they will wear throughout the Games.

The designs are a departure from the approach used for the 2008 Summer Games in Beijing, when the pieces fused Canadian and Chinese symbols and influences.

"What we learned from Beijing -- which was very much a nod to the host city and country -- was that didn't work," said Timmins.

"When we're going to the Games, we're going as Canadians so we've got to look and feel like Canadians. It's not about all of a sudden these guys wearing Union Jacks. They've got to be proudly supporting the Canadian flag."

Timmins didn't rule out the possibility of incorporating a taste of Britain in future designs sold commercially closer to the Games, such as Union Jack T-shirts or garments that merge influences from Canada and Britain. But the athletes will only be wearing the Canadian flag, she added.

Details on what the athletes will be wearing for the opening ceremonies and on the podium remain under wraps. But Timmins said like the Vancouver Games, Canadians can expect the ensembles will "look and feel like us."

"We're not marching in in blazers and all tucked in or whatever -- it's not who we are," said Timmins. "It will be recognizable and strong and Canadian, and hopefully the athletes will feel proud."

"That's very important -- we don't want them not feeling good in what they wear. And (we hope) that the Canadians will feel equally as proud and want to adopt the look of the Games."

The Bay has also incorporated the newly stylized Canada wordmarks, Maple Leaf and patches into its range of winter-themed wear, including sweaters, henleys, scarves and tuques. The popular red mittens which help provide funding support to Canadian Olympic athletes are also getting an update for 2012 featuring the new Maple Leaf design.

The collection is priced from $15 to $100 and will be available at The Bay and Zellers and online at www.thebay.com.

The Bay recently inked an eight-year deal to extend its role as official outfitter of the Canadian team until 2020, covering the Olympic, Pan American and Youth Olympic Games.

Meanwhile, athletes from the host country -- Britain -- will wear outfits designed by Stella McCartney, who will work with sportswear brand Adidas.

Polo Ralph Lauren will outfit the U.S. Olympians, while Giorgio Armani will design the garments for Italy's athletes.

The 2012 Games open July 27.