Champion unveils new concession in Selfridges selling its “most elevated product”
Heritage US sportswear brand Champion has today launched a new shop-in-shop concession at Selfridges in London showcasing the brand’s "most elevated product" – drawing from the brand’s rich archive - as well as exclusive pieces.
To celebrate the launch, Champion has partnered with London-based craftsman and artist CurrieGOAT to design a limited-edition series of bespoke artwork patches to customise select Champion pieces.
The concession, located in the Designer Studio on the third floor of Selfridges, is now stocking a limited supply of Champion’s top-end made in USA and made in Japan capsule collections, crafting using the original knitting machines and construction techniques.
That’s what "championed" the brand as an athletic apparel innovator since it was founded in Rochester, New York, in 1919 – including production of its original Reverse Weave sweatshirts and creating the first hoodie. The brand is also known for its breathable mesh basketball vests and shorts, and is credited for producing the first ever sports bra.
Additionally, the brand’s most elevated product line, ‘Index + Archives’, will be showcased at Selfridges, and there is also going to be a two-month takeover - across July and August - of the renowned Harry Gordon’s Bar & Kitchen, located on the lower ground floor of Selfridges.
Celebrating vintage Americana and Champion’s sports heritage, not to mention the ‘summer of sport’ in 2024, the brand will transform the space into a restaurant that will take customers through a journey of sports history and clothing archives, mirroring a US sports bar-style venue.
Lorenzo Moretti, President EMEA at Champion, said: "I am super excited to open our new concept shop in shop in the always vibrant and evolving environment of Selfridges London. This is the long-awaited union of two brands who were born more than 100 years ago, but are very much a critical piece of the fabric of London in both fashion and culture today.
"We are proud of the many firsts that we have created as a brand, including designing the first ever hoodie, developing the first breathable mesh fabric for basketball uniforms, and the first sports bra.
"This store will offer exactly what our customers have come to expect from Champion as well as some surprises from pieces curated from our collections across the US, Europe and Japan, all further complemented by a selection of key collaboration partnerships moving forward. It will provide our customer with a truly fantastic experience."
Just 100 of the exclusive CurrieGOAT patches are being released form today, 27 June until Saturday, 29 June, with free embroidery services available at the space for customers to personalise their Champion purchase at Selfridges.
On 5 June 2024, HanesBrands announced that it has entered into a definitive agreement to sell the intellectual property and certain operating assets of Champion to Authentic Brands Group for a transaction value in the region of $1.2 billion (£948m).
