Champion launches t-shirt capsule collection with London Youth

By

Barbara Santamaria

Published
Nov 27, 2018

Champion has created a capsule collection of t-shirts as part of a new campaign with charity London Youth to fight negative stereotypes against young people.

The ‘Labels’ collection is inspired by the personal stories of five young people who turned to youth clubs and organisations to overcome stereotypes such as being dangerous, anti-social, irresponsible or selfish.

Available to buy in Champion’s Soho store and in Urban Outfitters across London, as well as online, the collection aims to raise awareness of the negative labels used to describe young people, and how these can influence and determine their identity and behaviour.

It comes as London youth crime soars amid budget cuts to local youth centres. According to London Youth, 81 youth centres have closed over the last four years with the loss of 800 social workers.

Both Champion and Urban Outfitters will be donating all profits from the sales of the collection to London Youth to help fund the charity’s arts, sports development, youth social action, employability and outdoor learning programmes.

Highly popular in the 90s, Champion made a fashion comeback last year thanks to a string of strategic collaborations with leading labels such as Vetements, Supreme, A Bathing Ape and Monkey Time. The American brand continues to be embraced by the younger demographic for its range of nostalgic sportswear and streetwear influence.