Champion to open UK flagship store

By

Barbara Santamaria

Published
Jul 12, 2017

Champion, the sportswear-brand-turned-cult-icon, is set to make its debut on the UK high street. The label has taken a unit in Soho to open its first UK store.

This will be the first Champion standalone flagship store to open outside Italy and Eastern Europe, and will spread over 1,222 sq ft at 48-50 Brewer Street.

The brand was launched in 1919 in the US and became widely popular in the ‘90s as American college athletes, skaters and hip-hop fans adopted its sweatshirts as their uniform. It later lost its appeal when more sportswear brands began to emerge, but recent efforts to associate the brand with other cult labels has managed to put it back in the limelight.

Champion’s list of collaborators includes some of the hottest names in the industry such as Supreme, Vetements, Undefeated and celebrities like Kendrick, Yeezy, Drizzy and Rihanna.

Its collections continue to be focused on casual wear, with sweatshirts and joggers still featuring the famous Champion logo and signature shapes.

Champion is a subsidiary of HanesBrands Inc, which also owns brands like Maidenform, Cacharel and Wonderbra, to name a few.