Champion, makers of authentic athletic apparel officially opened the doors of their very first premium flagship store in London’s Soho last night.
Located at 48-50 Brewer Street, Champion has signed a 10-year lease on a ground floor unit, which spans approximately 1,220 sq ft, in the heart of one of the UK’s premium shopping destinations.
Over the last few years, there has been a huge resurgence of interest among tastemakers and influencers in the Champion brand, a brand considered by many to be the definitive American Sweatshirt supplier. The timely move – the brand will celebrate its 100th anniversary in 2019 - marks the first flagship destination for their premium collection of products in Europe.
Champion’s choice of Soho for its first UK flagship store couldn’t be more appropriate. Soho, like the brand itself, has retained its edge and style throughout its history. It is a place for creativity, style and newness.
The ‘Champions of Soho’ project features each of the subjects photographed by Lola & Pani, on location, capturing different evocative elements of Brewer Street in each shot. The S/S17 Champion range features in each frame. The 10 Champions include: Skater-turned designer Çurtis Pear; photographer and filmmaker Joshua Gordon; nail artist Jess Young, image-maker and director Leonn Ward; Patta Store Manager Damo; Nina Manandhar of what-we-wore.com; Bermondsey-based rapper Flohio; skateboarder and model Daniel Eyitayo, and streetwear collector Hanna Alkhindi.
Shop the latest collection in-store now.