For the first time in 10 years, Champion reinstated themselves in the UK market. Here is a look at their newly released lookbook, which shows the archival sweats in detail. With a captivating visual campaign video for the Fall/Winter 2014 Reverse Weave collection earlier this year, we see the sportswear brand reintroduce their reverse weave technique in their clothes.
The unique “reverse weave” method was a low-tech solution in the ’50s for garment shrinkage and durability. This method and technique became the favourite of a many American brands as a way of lowering manufacturing and selling costs.
As a photographer and artist, i personally really like this Lookbook. The effortless designs on the classic sportswear are presented on an all grey/pale lilac, endless background and are then juxtaposed with chaotic blurs and scribbles surrounding the models and the clothes. A simplistic idea and workings help emphasise the returning to a simpler age in the growth of the brand as well as a highlighting of the classic clothing.
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