Champion celebrates Soho with poet James Massiah.
The originators of American sportswear have been synonymous with London street style for decades. This summer, the Champion commissioned a short film featuring celebrated spoken word poet and DJ James Massiah, taking us through the heart of London and exploring who and what defines it.
Soho, like the brand itself, has retained its edge and style throughout its history. It has allure and magic. It is a part of London that has reinvented itself decade after decade, from bohemia and vice to DJ hangouts and promo vinyl stores, neon, Italian delis, third wave coffee and maverick chefs. Massiah’s film takes us on a journey through its streets, as the poet gives us laser sharp insight into the locals who define the neighbourhood both young and old. These, as he shows and tells us, are the people who have made Soho what it is, and what it will be in the future.
Massiah is a man who is capturing the ear of a generation – he has performed his distinctive spoken word poetry at the Southbank Centre, Tate Modern, Queen Elizabeth Olympic Park and the Houses of Parliament.
But, is this Champion making a move and opening in Soho?