Wimbledon's umpires and line judges have traded in their traditional purple and green uniforms for a new navy and cream outfit by designer Ralph Lauren.
Navy blazers with cream piping will be worn with cream trousers or skirts, while ball boys and girls will be kitted out in navy shorts and shirts.
David Lauren, Ralph's son, said the colour change was a natural evolution and he hoped it looked contemporary.
The designs were unveiled on Centre Court ahead of the tennis tournament.
The decision to use an external company for the first time in its 129-year history brings an end to the green polyester uniforms of old designed by the All England Club.
'English institution'
Ian Ritchie, chief executive of the club, said: "We are a very English institution and we say this is tennis in an English country garden, but it's a global sport event and we want to be international as well."
He said Polo Ralph Lauren will be Wimbledon's sole outfitter until 2010 and that the sponsorship deal brought two strong international brands together.
"It's a pleasure to be tailored for it, it fits well, it's very stylish"
David Lauren, global head of marketing for Polo Ralph Lauren, said: "We have come up with a look that everybody was really happy with, which was rooted in tradition, rooted in the classics of Wimbledon, yet very Ralph Lauren and very modern."
He added that the association with such an historic event was more important than the business element.
Line judge Steven Edwards, 24, from Croydon, south London, said he was pleased with the design and colours.
"Ralph Lauren has done a very good job, it's a pleasure to be tailored for it, it fits well, it's very stylish," he said.
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