Heritage athletic brand Champion has opened its first brick and mortar location in Los Angeles. The store opened its doors on April 7, 2018 with visitors receiving a tote bag designed by local artist Stella Blu.
The store includes on-site customization and will carry product exclusive to the Los Angeles store, some of which will take inspiration from the local community. The store will also offer items made in collaboration with Los Angeles-based creatives.
Champion was founded in 1919 in Rochester, New York. In 1989 it was purchased by Sara Lee, which spun off its parent company, HanesBrands, in 2006. Champion went through a boom period in the ’80s and ’90s, but lost it luster as trends changed, which caused the company to open distribution to bargain basement retailers.
As led by creative director Ned Munroe, the brand in recent years has worked on rebuilding its reputation through collaborations with some of the most prestigious labels in the game, including Surpeme, Vetements, A Bathing Ape and many more. As such, the brand has been embraced by an entirely new generation who find appeal in the brand’s cozy cotton fabric story as well as its authentic roots.
Champion’s L.A. store is located at 123 South La Brea Avenue.
