Champion Pop Up Magazine

BYOFFGUARD

AYOUTHFULWORLDWITHSTRONGHERITAGE

AVAILABLE AT URBAN OUTFITTERS

OFFGUARDAW18/19

CONTENTS

OFFGUARD is 2018’s new conceptual pop up magazine for Champion. In here you’ll find all the new Champion pieces you need as well as exciting collaborations and original concepts.

8 History

36 Ashley Jonay

17 Autumn/Winter Trends

39 Bryson Shaquille

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32 @MiLOCUCKi

11 Hoodies Galore

40 Champion x Workwear

56 Champion x Beams

46 Kith x Champion

50 Champion x Vetements

60 New Garments in Store

REFERENCES: https://www.champion.com/ | https://hypebeast.com/2018/1/champion-beams-spring-summer-2018-lookbook-exclusive | http://www.thedailystreet.co.uk/2016/06/beams-x-champion-editorial/ |https://hypebae.com/2018/3/hvn-champion-cherry-reversible-bucket-hat |https:// hypebeast.com/2018/3/champion-spring-summer-2018-lookbook | https://hypebeast.com/2018/2/kith-champion-collaboration-2018 | https://www.urbanoutfitters.com/ | https://www.urbanoutfitters.com/en-gb/ |https://www.weekday.com/en_gbp/ search.html?q=CHAMPION

BY OFFGUARD

CHAMPION X WOOD WOOD AVAILABLE AT URBAN OUTFITTERS

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WHAT IT TAKES TO BE A CHAMPION: THE HISTORY

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In the 1930’s the company was renamed jersey of the Greek basketball team, also Champion Knitting Mills Inc. Well known for Pallacanestro Cantù, in Italy. ounded in 1919, Champion is the sweatshirts, t-shirts & athletic socks, they premium athleisure destination became the brand of choice for college rooted in original and authentic bookstores right across America.

They were also the first to develop and design. manufacture a “Breathable” Nylon Mesh As a prototype of the sweatshirt, they fabric, that would go on to become the They are the home of the hoodie, origin of produced wool based underwear staple fabric for Basketball Uniforms across the sweatshirt and pioneer of the Reverse designed to protect outdoor workers from the Globe.

Weave, Champion has always had cold weather. With time, the reputation for innovation at its core. Original designs are functionality and durability grew and grew Champion continue to make history with elevated with superior craftsmanship and and by the mid 1930’s Champion their new and exciting range of clothes. fresh details to become premium products were adopted by the US Military Through a combination of classic athleisure icons.

Academy for use during training exercises aesthetic and innovative design and physical education classes.

Champion manage to keep producing Built on a century’s worth of heritage, some of the best streetwear clothing Champion constantly regenerates itself for In 1934 Samuel N. Friedland as the around. today. The signature ‘C’ is a symbol of inventor talks of a method of making authenticity, worn by artists, athletes and athletic shirts with tubular elements and a Champion products were sold to stores, creatives worldwide. “horizontal disposition” of threads to with the small C branding as an minimise stretch and shrinkage. It was unobtrusive mark of the product’s origins.

As time goes on, fashion is becoming around this time that Champion increasingly focused on the marriage of Exactly when Champion became developed the first version of the Reverse comfort and style and the concept of synonymous with hip-hop is a mystery — Weave Sweatshirt. The weave is power dressing, popular in the 80s, is Houston legends the Geto Boys (back constructed of polyester and cotton or just becoming an archaic idea of a bygone when they were Ghetto Boys) wore the cotton. The idea of the Reverse Weave era. As a result, many sportswear brands brand’s tees and even their sneakers on came from the American coaches of the across the globe have tapped into new the cover of their ‘Be Down’ single in 1988.

40s, the technique allowed coaches wash markets by becoming the go-to With the Wu-Tang Clan, Onyx, Lords of the the entire team of athlete’s uniforms destinations for the modern, young Underground and Gang Starr all wearing without damage. That’s why to avoid workforce. and supporting Campion, it easily horizontal shrinkage, the fibre fleece is became a brand that was recognised for Champion (or alternatively also stylised as turned upright at the time of creation, the ‘cool factor’.

Champion U.S.A.) is an American hence the name Reverse Weave. manufacturer of clothing, specializing in Skate culture (especially the east coasters All Reverse Weave sweatshirts are sportswear. The brand is a subsidiary of during the gloriously militant early 1990s characterised by the two side panels on HanesBrands Inc. (based in Winstonera) would also embrace Champion the sides. Even the cuffs, neck and hem of Salem, North Carolina), which was spun sweats for their affordability, loose fit, the Reverse Weave sweatshirts have the off by the Sara Lee Corporation. The status and hip-hop affiliations (video same characteristic of the inserts in order company was originally based in soundtracks for classics like Skypager and to avoid the dispersion of heat during and Rochester, New York, prior to its acquisition Virtual Reality were strewn with after training whilst keeping the freedom

by Sara Lee. uncompromising bass and horn led tracks of movement. from the era). Larry Clark’s 1994 Hanesbrands has companies in various Champion would patent methods of letter photography that led to Kids captures Leo parts of Europe and Eastern Europe, i n c l u d i n g and number flocking, reversible t-shirts, Fitzpatrick and co in some vast basic t h e U n i t e d mesh jerseys, women’s performance wear crewnecks with the small signifying C. Kingdom, Italy, Germany, France and and screen printing too to stay ahead of Washington D.C’s own Chris Hall had an Spain. They are a public limited company the competition and cater to the teams Underworld Element deck with a graphic with sales revenue for$4.33 billion and and institutions they were selling to. that homaged the logo. gross profit of $1.41 billion (2010).

"Champion" is HanesBrands' second From the mid-1980s to the mid-1990s, it Modern day Champion still is vastly largest brand with the namesake Hanes was common to see girls and boys of all represented my Reverse Weave garments brand in first place. Although owned by HanesBrands, Champion thrives on its ages from kids, tweens, teens, college along with vintage styles recognised by students, young adults and adults wearing the highly stylish tape design of recurring own.

Champion sweatshirts over a turtleneck. ‘C’s and polyester windbreaker Champion alone has 34 stores worldwide Girls of all ages typically wore oversized silhouettes. whilst being distributed through various Champion sweatshirts over leggings with high-street and luxury retailers such as slouch socks and sneakers, especially All in all Champions legacy of a ‘youthful world with strong heritage’ lives on to ASOS, JD Sports and Urban Outfitters Keds. along with vintage items through inspire and create designs for individuals in marketplaces such as Depop and ATIKA From 2008, Champion produced kits for all areas across the world. (previously known as BLITZ London).

Premier League side, Wigan Athletic, the Wales national football team and the

A Champion statement.

Champion have been designing reverse weave hoodies since 1938. Now this technology is featured across a wide range of their products with hoodies debuting the technology in a wide range of colours for every season. #11

OFFGUARD

Champion’s Signature Reverse Weave Hoodie Silhouette Inspired

By The People Of The 21st Century Champion hoodies have a classic pullover silhouette in a durable reverse weave cotton fleece which features a soft brushed interior to keep you cosy. Cut with a slightly dropped shoulder for a slouchy look and rib-knit banding at the cuffs + hem for a comfortable fit.

Complete with an adjustable drawstring hood, front kanga pocket and a small logo patch at the chest + left sleeve. Champion has been offering its innovative athletic apparel for men and women since 1919.

Whilst Champion introduced the original hooded sweatshirt back in the 1930s, it wasn’t until the early 1970s that it really exploded in popularity with the Champion mainstay making its first steps from the sports field to the street by being adopted by street fashion and music culture.

In the 21st century champion is known to take to everyone's style with hoodies varying in style and colour. ”The bright coloured hoodies

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which came into the public eye in recent years are what makes champion so special to the younger generation”. The fact that the ’C’ branding is small yet iconic is what keeps Champions customers eyes peeled.

Champion hoodies are well received by sporty active individuals, skaters and people who are highly into streetwear.

The hoodies can be styled with a lot of different clothing items to create an upscale or laid-back lounge look. The Reverse Weave hoodie is your seasonal wardrobe staple. They can be found in stores such as Urban Outfitters, ASOS, Size and the high-streets favourite JD Sports. They retail for £55 - £80 depending on exclusivity, design and particular the retailer.

As the brand will be 100 years old next year, we are sure that Champion will release some great capsule hoodies with new designs on their original reverse weave material.

THIS PAGE: LEFT TO RIGHT Champion & UO Novelty Graphic Hoodie Sweatshirt in Rose $69.00; Champion & UO Novelty Graphic Hoodie Sweatshirt in Maroon $69.00; Champion & UO Novelty Graphic Hoodie Sweatshirt in Sky $69.00; Champion & UO Novelty Graphic Hoodie Sweatshirt in Rose (men's) $69.00 (Urban Outfitters US) OPPOSITE : Champion Lilac Pullover Hoodie £65.00 (Urban Outfitters UK)

LIVE IN YOUR

Quality in clothing has to start somewhere.

For denim, it was with the sturdy metal rivets found in Levi’s, and for sportswear, it was Champion’s enduring Reverse Weave.

These particular hoodies are from a Champion x UO collaboration. What do you get when Urban Outfitters, the purveyors of all things millennial, collaborates with sportswear legends Champion? A collection of cosy sweats in unicorn colours, of course.

The two mega brands have created various ranges that celebrates the retro label. The pieces include hoodies, sweatshirts and joggers in pastel mint, cream, orange, turquoise, purple and yellow as well as grey and slate black with the iconic 'C' logo embroidery ranging from £55 in the UK to $69 dollars in the US.

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After listening to the concerns of the coaches about shrinkage when washing big batches of athletic wear, Champion decided in 1934 to go against the grain, literally, and stitch their athletic gear with a more time-consuming but superior transverse method which was cut on the cross-grain. While the sleeves may fray and the yellow pit stains remain, there was nothing that would affect the structure and construction of the T-shirt or sweatshirt after the updated method; a testament to Champion’s pioneering of Reverse Weave—shrink resistant, durable, and made to last.

+

Available at Urban Outfitters

AUTUMN WINTER 18/19 TRENDS

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When it comes to trends, it’s safe to say that autumn/winter 2018/19 will have something for everyone. This autumn sportswear turns to workwear with lycra infused everything in vivid colours. The puffer returns to blow up the scene and block out all other silhouettes and remember to stay in check with the all eye catching checkered print. We’ve got you covered.

AUTUMN/WINTER TRENDS 18/19

SPORTSWEAR RELOADED The boundaries between formal and casual are partially blurred with the sportswear trend evolving, week-end and working time clothing used to differ but the twenty first century millennials have allowed them to cross over. Champion return seasonally to showcase various lines of sportswear in exciting designs and Rihanna’s ever-growing collaboration with PUMA showcases the trend continuously with new collections of the hardwearing, lycra embedded pieces. Bright colours and pull rings are essential in the trend and its evident that it has been recycled and revamped since the 80’s.

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FENDI

AUTUMN/WINTER TRENDS 18/19—SPORTSWEAR Showing up in yoga pants and sneakers anywhere outside of the gym was once frowned upon, yet today's street-style icons and professionals alike flaunt their healthy lifestyle on the go by donning limited-edition trainers matched with high-performance sportswear and smart-tech gear. The once overlooked sports bra is now a key piece in the style bloggers wardrobe as it adds a certain edge to an outfit. The original sportswear concept was to enhance your performance whilst keeping you stylish however the modern twist takes more to style than to the gym. The athleisure category has shown promising growth over the past few years. According to a Morgan Stanley Research report last year, the US active wear market accounts for annual sales of US$97 billion. Champion allows sportswear to be versatile and stylish, a hockey jersey is now a dress and sports bra’s are the new crop top.

FENTY X PUMA

THIS PAGE & OPPOSITE: Champion Mesh Sports Bra $30.00; Champion Reversible Mesh Mini Skirt $40.00;

AUTUMN/WINTER TRENDS 18/19

PADDED PILLOW PUFFERS

OFFGUARD

Lately, it appears the puffer jacket has been elevated from a purely utilitarian garment that we simply put up with during the winter, to chic fashion musthave. Previously, a puffer signalled that the wearer had simply given up sartorially due to the cold. Not the case anymore.

Second maybe only to blue jeans is the puffer a supreme example of both accessibility (you can find an affordable version) and exclusivity (you can find a version that looks almost the same yet costs a whole pay check). It is a jacket at once pedestrian and luxurious, functional and wildly extravagant. In the great outdoors, inner city, rap videos and high couture, the quilted down jacket reigns as the ultimate outerwear.

MOSCHINO

HOUSE OF HOLLAND

RIHANNA

RAF SIMMONS

DOWN PUFFERS GO DOWN IN HISTORY

ASAP ROCKY

The urbanization of the jacket continued into the 1990s where the puffer cemented its icon status on the backs of rappers and their disciples in cold weather cities like New York and Chicago. The puffer jacket was a staple of hip-hop culture in the 90s, with rap legends drawn to its bulky silhouette. Late ‘90s hip-hop pushed the jackets to their shiniest, most voluminous extremes. By the turn of the millennium high fashion, as is now customary, had taken notice of what was happening in hip-hop. Creamy off white puffers came down the runway for Helmut Lang, floor length and dramatic versions at Maison Martin, trimmed in orange by both John Galliano and Junya Watanabe. Sincerely, it’s hard to find a notable designer who hasn’t dabbled in quilted down. Icons like Rihanna have singlehandedly brought puffers back to the pages of every fashion magazine.

RICHARD QUINN

STREET STYLE

MONCLER THE NORTH FACE

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The modern puffer was born when Eddie Bauer almost froze to death. It was after the experience, a fishing trip on which the legendary sportsman’s wool jacket saturated with water and hardened to ice, that he set about creating a lightweight but survival grade jacket. His chief innovation was quilting the fabric, so the down filling didn’t fall to the bottom. Bauer patented his design in 1939.

At the very same time the Seattle outfitter was experimenting with quilted down, the father of American couture Charles James was designing fashion’s first puffy jacket. On the complete opposite end of the design spectrum, James’ version was made of white satin, its volume evoking a woman’s curves. The poles between which the puffer would skate for the entirety of its existence, fashion and the outdoors, were established in year one.

Though James’ garment became a cult object among fashion aficionados, the down jacket remained mostly in the realm of alpine sports for decades. Moncler sprung from the French alps in 1952, outfitting mid-century skiers and mountaineers in France and Italy. But in the late 1970s Norma Kamali created what would be a harbinger of many future outdoor-fashion crossovers, the sleeping bag coat. The two disparate roots of the down jacket were now at play in the same space. In the 1980s the Moncler jacket, associated with skiing and thereby wealth, was co-opted by fashionable young Milanese.

THIS PAGE: Champion pillow puffer £195

OFFGUARD The principle of the puffer is to keep the wearer warm, with practicality at the forefront of the design.

The puffer jacket has reached new heights with long line versions and Balenciaga setting the trend for tie closures. With brands such as North Face and Supreme being big trendsetters for the silhouette in the street fashion focused eye.

More casual high street retailers have taken the silhouette and created much cheaper versions in order to make the style accessible for everyone - a puffer is an iconic winter jacket made with style, durability and great functions all in perspective. The jackets can be made in various different materials and designs, for the millennial style comes renaissance design, teddy and crushed velvet fabric with raised pockets and adjustable toggle waist bands.

It is essential in every year’s autumn/winter lookbook. Even if you skim over go-to brands l i k e Patagonia and The North Face, high end Japanese outdoor brands like Snow Peak and Goldwin are making top-tier down without s k i m p i n g o n design. And of course, streetwear heavyweights like Supreme and Palace, with all their ‘90s sportswear influence, will have puffers in their winter collections for years to come. At every tier, in every realm, the puffer has become a cold weather essential.

In 2018 the choice is yours. A puffer can announce that you could spend a week in the wilderness, that you can spend a grand on a coat, or both.

AUTUMN/WINTER TRENDS 18/19

AVAILABLE AT

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CHECK ALL THE STYLE BOXES WITH CHECKERBOARD

MICHAEL KORS RESORT

THE RAGGED PRIEST

MARC JACOBS RESORT

With vans making a comeback with their checkered slip on silhouette, the heritage trend lives on. Before the checkerboard was anywhere near a fashionworld staple, it was best known as the signature print of vans.

“The vans checkerboard is full of wild spirit,” says Rian Pozzebon, Vans’ director of footwear colour and trend. “Vans took notice of the recurring checker trend in the late ’70s, and a print idea was born.” Sean Penn stumbled through Cameron Crowe’s fast times at Ridgemont high in a pair of check vans slip-ons in 1982, cementing the pattern into pop culture–dom. Fast-forward a decade or so into the ’90s, and vans signed on as a sponsor of the warped tour, plastering stages, rooms, and wristbands in the pattern, branding the check as a skate-culture signature. In a visual-obsessed age, you can’t really argue with the pattern’s graphic appeal or its rebellious roots. Now the checkerboard design is plastered on graphic tee’s and mini skirts for a retro 70s inspired look. It instantly stands out and now it has been revamped in various different colourways featured on the Slip-on Van’. This Autumn grab yourself a pair for that sleek effortless streetwear look.

WHY DO I WEAR CHAMPION?

MiLO @milocuki - 18.3k followers

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22, brand affiliate and fashion model With a personal style that is always clear in her modelling shoots, Milo has made a name for herself by exploring streetwear and vintage influences. Every streetwear brand you could imagine appears on her social media, from 80’s streetwear brand Stussy to Champion and Supreme. For a heavily male dominated industry, Milo takes traditionally masculine shapes and brands and makes them her own. Her Instagram handle is where you can see behind the scenes shots of recent shoots as well as her own style photos.

‘I wear Champion because it accentuates comfort along with style and fits into my loungewear as well as going out wardrobe. When I see someone wearing champion I instantly think ‘yeah they’re cool’.

People think that because I work for the brand that I automatically support them but why would I model for a brand I don’t truly support or love? Champion caters to everyone and that’s why I’ll be caught in a Reverse Weave hoodie 90% of the time.’

OFFGUARD:THEBRANDAMBASSADOR

How did you get into modelling for Champion Europe?

‘I’ve always worn the Champion’ clothes and dreamt of being a model. Put the two together along with hard work and you become a champion model. Since I was a young teenager I’ve watched the brand grow and they’ve always stayed the same whilst improving their style. Every year or season they come out with something new, something eye catching – its like keeping up with a favourite series.’

Did you wear the brand prior to work for Champion?

‘Yes! Since I was about 14/15 I’ve watched the brand grow and they’ve always stayed the same whilst improving their style. Every year or season they come out with something new, something eye catching – it’s like keeping up with your favourite series on Netflix’ What sets Champion aside from other large growing brands such as Nike or Supreme?

‘The availability to everyone and the comfort inflicted in every piece. The fact that they stick to their heritage whilst collaborating and elevating their styles makes them a brand that ill cherish and respect forever.

They also do so many collaborations with so many big brands as well as little ones and it just gives the impression of not wanting to leave anyone out. They really have something for everyone.’

What’s your go-to Champion piece?

‘Being that I own a lot of Champion items I’d have to say my grey champion sweatshirt with the large ‘c’ embroidery. The embroidery itself is so well stitched.

It’s also a heavy weight sweatshirt so it has a very nice relaxed fit with amazing quality.’

THIS PAGE TOP : Champion X UO Rust Reverse Weave Hoodie £65.00; Champion X UO Rust Reverse Weave Joggers £55.00.

“Champion has amazing clothes to suit everyone's style”

How would you style a Champion Reverse Weave sweatshirt for a day out?

Who inspires your style?

‘Aaliyah, Notorious BIG, Tupac. Currently Teyana Taylor. The whole 90s era inspires my style on a very big scale. The oversized relaxed fit of clothes is just drawn to me as I aim to be comfortable all the time. Not to mention the style of 90s clothing and vintage items always have cool designs or that ‘wow factor’. Its an era that is constantly recycled. It’s a style that is known everywhere for being bold and creative and that’s just me on the inside – I like my personality to be reflected through what I wear.’

Lastly, what has been your favourite Champion outfit that you’ve shot in?

‘The retro inspired purple Champion tracksuit. The taping detail makes it stand out amongst their other pieces.’

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‘Depending on the colour or design of the sweatshirt I’d coordinate it with my footwear.

A good pair of trainers always makes an outfit pop. Just the other day I wore a pink reverse weave sweatshirt with some BAPE camo joggers and triple ‘black skate hi vans’. It sounds basic but it’s still a trendy look.’

THIS PAGE: Champion Men's Grey Reverse Weave With All Over Print sweatshirt and joggers —co-ord £180.

OPPOSITE: Champion Purple Track Top £80.00; Champion Taped Side Stripe Track Pants £75.00.

MiLO for

@MiLOCUKi PHOTOGRAPHY BY OLIVER PAYNE @oliverpayne_

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OFFGUARD

THE CHAMPION GIRL

ASHLEY JONAY @ashghotcakess

Instagram—25.4k followers YouTube—203k subscribers 20, makeup fanatic, college student, dancer, gym girl Los Angeles, California Ashley Jonay is an online beauty influencer who is highly recognised for her beautiful makeup looks including the all famous rose and sunflower eyeshadow looks created with various makeup palettes and vivid eyeliners. With over 200k subscribers on YouTube, she is able to entice and influence men and woman all over the world.

garments for various different occasions and the brand has become a part of her life. She doesn't just admire it for its clean cut street style but also for its heritage.

Ashley is ‘The Champion girl’ as she styles and wears the

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‘I'm constantly in Urban Outfitters looking for new Champion releases as I know UO constantly has exclusives. I love their colour ranges and the fact they ‘Makeup makes me feel happy and it’s a talent. Its my talent actually make co-ord sets. Champion is a brand I’ll and it allows me to be free.’ continue to buy from as I can match my makeup to the hoodies, be comfortable in their t shirts and always have in Ashley has many other interests, she’s not only good at the art mind that they’ll last wash after due to the Reverse Weave of makeup but she is a fully fledged professional dancer and technology.’ student.

‘My mum always bought me and my brothers champion and ‘I've been dancing since I was about nine years old, I mainly we’d wear the sweatshirts for years!’ did contemporary and ballet. Its great that I can still find time to dance whilst studying.

She says her style icon is Kylie Jenner as she always looks good no matter what she wears, even dressed down in oversized Ashley studies Biomedical Sciences at Stanford University in Champion sweatshirts.

California, she lives off campus in studio apartment.

‘I can eat, sleep, dance, work and live in my Champion’.

‘Growing up in LA I’ve been surrounded by a lot of different things, styles, trends and brands, Champion is just so well respected, nearly everyone in my college class owns a hoodie or sweatshirt. I can wear the sweatshirt to college then wear it to dance class without worrying about changing.’

OFFGUARD

THE CHAMPION BOY

BRYSON SHAQUILLE @yunquille Instagram— 18k followers 23, basketball player and hype beast—manager at ATIKA London. merchandising and sharing his ideas on how to improve life skills and bettering yourself.

‘I work in a very big thrift store in Shoreditch and people constantly come in looking for vintage and new Champion pieces. They fit in with a lot of trends whilst still hitting above the bar for practicality and comfort. You really cant go wrong with a champion t shirt or sweatshirt.’

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Hype beast and trainer fanatic Bryson Shaquille lives for Champion. “Its as though the brand was made for me, I get all my clothes from champion down to the socks”. Bryson Shaquille who actually prefers to be called by his second name, is an East London hype beast and basketball player. He collects garments from various luxury brands such as Supreme, Off White, Vetements and The North Face to name a few. ‘I just have a thing for first edition clothes and things that make people turn their heads.

When I walk into a room wearing Champion, people turn and recognise the brand well. Then go on to ask me where I purchased what I have on. It’s a feeling I like having constantly.’

Shaquille is ‘The Champion Boy’ because he accentuates Champions heritage and what they are about. He uses As well as Shaquille being a hypebeast, he is also a basketball Champion items for his daily life and activities and player who feels its essential to have the correct sportswear for his appreciates their morals and famous Reverse Weave training and practices. technology within their apparel.

‘Champion designed various NBA team uniforms so clearly they know what they're doing in the athleisure sector. The hoodies last me years and don’t shrink in my big washes.’

Shaquille grew up in East London and watched as the trends and styles of eras changed and evolved. He says Champion has always been around and been a part of changing trends however more people are falling in love with as the years go by.

He loves selling his previously loved items online, visual

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CHAMPION X WORKWEAR “Where the Reverse Weave meets Hi-Vis Workwear” Champion meets Workwear is a concept created to show the cross over between the uniform of the construction worker and the everyday style insider.

Champion is a brand that has a strong athletic heritage.

Their original garments were used by the US Military and various sports teams in the USA. Now it is only right that we refresh this heritage and show how the brand still holds its heritage close o heart but with a modern South London twist. In this with a concept of Hi-Vis work trousers with the iconic Reverse Weave sweatshirt and large logo t shirts we see the two merge together along with strong complimentary colours and basic go to silhouettes.

The two work well together in terms of longevity and function - to last long and ensure comfort.

Here at OFFGUARD we interviewed the stylist and creator of this concept, Rachael Adewunmi. She says she first started off with the idea of “bringing bright complimentary colours together however that can be done with any garment. Why not make the garments recognisable with a specific use or history behind the garments used”.

What made you want to bring these two very different styles of clothing together?

What got you interested in styling?

Reading magazines and seeing pictures of outfits and thinking ‘Her hair could've been done differently’ or ‘If only the top was blue instead of the shoes to draw more attention to it’. Little things like that, I’ve always had a passion for dressing myself and others, colour schemes and materials which all comes together in stylish. As well as hair and makeup which I di enjoy, just not as much as clothes’.

Have you always had a particular sense of style?

‘From a young age I’ve always been quite different with the way I would dress myself. Putting outfits together that don’t necessarily match in colour but go well together through silhouettes and layers has always been my thing.

As I grew up I wouldn't say y style changed but more so evolved. I have a big concern or love for the way things are worn such as tucking in or tying up a basic t shirt to give it a certain look or to make it fit better. I like to dabble into the more formal, red carpet styles as well as street style and being able to work with both is a blessing as I know how to make myself look good in both.

Lastly, If you could style any celebrity, who would it be?

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‘The fact that nobody would ever just pick the two up together on purpose. Hi-Vis trousers are the uniform of construction workers and dustbin men or cleaners. We see Hi-Vis vests being used regularly in many areas such as for bike riders or safety when going on a trip with a class of school kids but never the trousers. The media and life in general conditions us to look down upon certain items of clothing sometimes but these days its all about creating something new and exciting for people to see. Luxury designers are reworking trash bags so why not work with Hi-Vis trousers’.

use for this concept. They’ve collaborated with so many different brands from different backgrounds and countries’.

It would be between SZA and Blake Lively as SZA is my idol and Blake Lively has just got the most amazing figure and aura I would love her to be my muse, if that is ever possible.

Who were you trying to reach with this concept?

‘Everyone. I was simply trying to do something nobody had come up with yet. I feel like these pictures and the idea of it all will turn heads and cause concern for those interested in street wear and street fashion. Hi-Vis trousers have never come across as a fashion statement due to the type of work they’re associated with however, Champion is such a versatile brand and they are so open to everything I just knew they were the perfect brand to

Photography by Stafi Samaki @ShotByStaf

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KITH was founded by Ronnie Fieg, a prominent figure in the footwear industry, who has over twenty years of hands-on experience. Born and raised in Queens, New York, Fieg has been involved with footwear since becoming a stock boy at New York-based franchise David Z. At age 12. With steadfast perseverance, he methodically rose through the ranks from floor salesman to assistant manager to eventually becoming head buyer.

Conceptualising KITH as an extension of himself, Fieg seeks to shift the current landscape of fashion, while operating under a personal philosophy of giving the consumer more than what they pay for.

A Closer Look at Kith and Champion's Upcoming Collab Collection Kith is bringing its signature palette to a new collaborative collection with Champion.

The two brands are coming together to craft a cobranded collection for men and women. From being pioneers of the world’s first hooded sweatshirt to introducing the vastly durable Reverse Weave fabric, Champion has been at the forefront of athletic apparel design since 1919. This timeless mentality is one shared by Kith, as the duo creates an assortment of apparel that juxtaposes heritage silhouettes with reimagined cuts and colour palettes.

Fieg took to social media teasing a preview of a logo-centric Champion collaborated hoodie. On the sweatshirt, KITH’s logo is converted onto Champion’s trademark “C.” Elsewhere, additional hits of Champion are thrown on the sleeve.

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Champion's century-strong approach to sportswear meets Kith in the new 1957-style collection, which infuses classic silhouettes with reworked cuts and colours. Pink, cinder, olive, and tan pieces are complemented by red, white and blue colourways across the collection, which also boasts reimagined logos.

Kith’s trademark palette is seen throughout the 57-style product offering, which includes a variety of pink, tan, olive, and cinder. Red, white, and blue colourways are also prevalent and are a nod to Champion being a heritage USA brand. The garments maintain Champion’s core sportswear approach while a variety of new fits and logo executions are applied. An array of varsity jackets, hoodies, crewnecks, sweatpants, and quarter-zip pullovers comprise the majority of the collection for both men and women. A special variation of Champion’s staple Reverse Weave fabric is seen in French terry, thus retaining its core qualities while offering wearers a more luxurious texture.

The Kith x Champion Collection releases this Friday at all Kith shops and at 11AM EST on Kith.com.

Photography: Vanessa Granda Styling: Gianna Santos

OFFGUARD NEWSSTORY

The full Kith x Champion collection drops online and at all physical Kith locations, including the recently opened Los Angeles store in the upcoming months.

Vetements has just dropped the next collaboration from its new collection. One of overall 18 team-ups, the brand has worked with sportswear brand Champion on a capsule. This one is almost a little ironic, if you consider that the brand has been remixing the Champion logo in previous seasons. Now see the two brands come together for ab eye catching enticing hypebeast collection that has caught the eyes of haute couture customers as well as the high street style bloggers.

Together the two worked on a full collection that consists of hoodies, zip hoodies, crewneck sweaters and matching sweat pants in a series of colourways. The signature long-sleeve design has been used on some of the hoodies as well. Thee iconic tape detailing has also been used through out the collaboration.

Image from Lorenzo Sampaolesi's Editorial

Here at OFFGUARD we sat down with Denma Gsalvia (creative director of Vetements and Balenciaga) and Ned Munroe, the chief global design officer of Hanesbrands Inc (which also owns Champion).

How was it collaborating with Vetements to create and produce high end couture catwalk looks?

Ned: ‘I really enjoyed it. The whole experience was great, and we were really able to show how diverse Champion can be and how compromise is very important to create effective stound out pieces. The fact that these pieces are collaborations just draws a bigger audience from retail all the way to couture customers. We first made a connection with the brand in 2016 and ever since our capsule collections have been recognised all over the world. The brand is truly identified with respect and strong heritage.’

logo manipulated like that. As soon I saw this we quickly contacted him with concern however, once we talked to Denma and the Vetements team we soon understood the strategy and why they did it, we realized quickly they weren’t trying to bastardize the brand, they’re actually complimenting the brand. They were recognizing that Champion is an iconic athletic brand and we do the best fleece out there. So once we understood that, that’s when the conversation [about possibly collaborating] started.

We said to them, we love your strategy and we love your positioning but you can’t [use our logo] without us being a partner.’

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Did you think the high-end buyers wouldn’t receive this particular part of the collection as Champion is more of a high street brand?

For a brand that’s always made sweatpants and sweatshirts, it must be kind of funny to see fashion editors running around in $1,000 versions. Has the rise Denma: ‘Many of the brands we collaborated with, of athleisure impacted business? like Hanes, Champion and Levi’s, are about as far Ned: ‘Absolutely. We’ve seen our business grow and away from couture as you can get. Which is, of categories extend. Performance is still really course, the whole point. The idea was to go straight important but now it’s performance with fashion. It to the brands who have perfected each category; still does what it has to do but you still look relevant, with champion that’s reverse weave and strong fashion-wise. You don’t look like you’re wearing branding of hoodies and sweatshirts. The brands basic.’ logo is universal and well recognised. It’s excellent to see something people wouldn’t expect turn out so So does that mean you prefer the haute couture well and be received by our audiences in a recognition over the high street retailers as that side of collaboration is expanding the brand more? respectable manner.’

In terms of the making process, how did you decide what kind of apparel to put out in order to make the collaboration stand out?

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Denma: ‘As we all know Champion is known for its fleece and reverse weave heritage. So the challenge was: How do you manipulate the fleece in such a way that it’s a modern interpretation? We played with a couple of different fabrications that really go back to the iconic heritage pieces of the brand. We did a version of the iconic Champion hoodie—and then it was figuring out, okay, what’s the bottom of that? So we made track pants, a track suit. We found that the younger audience loved this as tracksuits are always in and can be a signature look for some people.’

So Mr Munroe, in the early stages of Champion x Vetements I found that the brand and Vetements didn’t really have a clear collaboration?

Ned: ‘That’s right, Denma and I never communicated until the Vetements’ Champion-style logo sweatshirt went viral across style blogs and celebrities. It was the first time we had ever seen our

Ned: ‘It’s part of a halo strategy. With our Vetements collaboration, we’ll sell at Barneys. We also sell at Urban Outfitters and at Dr. Jays. Both of our brands are approachable for all channels and all retailers.

It’s not unrealistic that someone would not believe that Champion is sold at those retailers. But what makes the balance is that we’re also in your big box stores and department. We’re very strategic in who we partner with to what extent and in what channels. Champion is all about authentic and heritage—and we’re very careful not to get too far from that.’

Vetements x Champion Joggers ÂŁ450 Image from Lorenzo Sampaolesi's Editorial

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OFFGUARD NEWSSTORY

Champion x Beams: Now hitting Europe, too Sportswear brand Champion and Japanese cult retailer/brand Beams have already carried out several joint projects, but until now, the new Champion x Beams collaboration has been exclusive to the Japanese market.

As the first collection was not accessible to hypebeast and bloggers in the USA or Europe, Champion Europe and Beams have decided to are present a brand new collection dedicated to their loyal customers in the West of the world.

Their first European capsule collection will include t shirts, sweatshirts , shorts and hats all with the reverse weave technique as expected.

The idea behind it is to update and functionalize styles from Champion’s reverse weave line with zippers, a special water resistant coating and a unique collaboration logo. This is what will allow the Champion x BEAMS collaboration to stand out as the logo branding isn't as eye catching as other Champion collaborations.

The collection will debute at Pitti Uomo in Florence, June 12-15.

About BEAMS Established 1976 in Harajuku, Tokyo, BEAMS originated as an American lifestyle shop.

A pioneer of lifestyle retailing, BEAMS has since developed numerous private labels to encompass an ever- evolving array of styles and trends, in addition to their finely curated and internationally sourced selection of designer, brand and product. Now with more than 150 shops across Japan and Hong Kong, Beijing, Shanghai, Taipei and Bangkok, BEAMS has grown into a major lifestyle retailer with businesses in fashion, home furnishing, arts, cafe and dining, which caters to the everchanging and expanding tastes of the youth demographic with keen edit.

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“We are honoured to firstly work together with Champion Europe for this capsule collection, especially as we are looking back on more than 20 years of teamwork with Champion in Japan”, said Shinsuke Nakada, Beams’ casual menswear director.

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IN STORES NEAR YOU

URBAN OUTFITTERS CURRENT CHAMPION RANGE

Champion have a large variety of collections exclusive to different stores. Some of the items found in your nearest JD Sports will not be in Urban Outfitters due to the retailers catering to different sets of customers. You will find that the styles are very different and the prices vary. However this is not a bad thing because it makes Champion very diverse and available to everyone. What they do keep in every store are the basics— Reverse Weave T-shirts and Hoodies, which means you will be able to find significant Champion pieces on highstreets and in the West end. Other pieces such as shorts and cropped hoodies may not be found everywhere as they are specific to individual retailer collection but wherever you go, Champion will be there.

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THIS PAGE: TOP TO BOTTOM Champion Bermuda Shorts— £13; Weekday x Champion Hurdle Shorts— £35; Champion Pinstripe 'C' Logo Reverse Weave Shorts £60; Champion Reverse Weave Long Short £50.00

AVAILABLE AT PARTICIPATING STORES

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THIIS PAGE: Weekday x Champion Flow Sherpa Turtleneck £130; Curl Cropped Sweatshirt— Dusty Turquoise £80; Curl Cropped Sweatshirt— Bright Navy £80; Soar Oversized Hoodie—Washed Blue £95.

AVAILABLE AT ALL WEEKDAY STORES.

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