Cyclist Bradley Wiggins declared himself unimpressed with the range, writing on Twitter: “Oh dear, the Olympic kit!!”.
Hurdler Andy Turner was lukewarm, the Nike-sponsored athlete also taking issue with the branding of rival manufacturers Adidas.
He tweeted: “So what do u all think of the new Olympic kit? I’m undecided, looks....ok. (Should have a swoosh rather than stripes too).”
He added: “I love how all Adidas athletes are being diplomatic about the kit ‘erm yeah I really like it, it’s amazing’.”
Triple-jumper Phillips Idowu, known for his flamboyant style, struck a more positive note, saying: “I love what Stella has done with the design.”
Idowu was one of 30 Team GB athletes who modelled the kit at a spectacular launch in the grounds of the Tower of London yesterday.
It features a bold, blue-only deconstruction of the Union Jack, with only scant red on the trim.
Adidas believes its innovations will give Team GB athletes an edge, with swimsuits said to be 35 per cent lighter than their competitors’.