This Is The Brand Everyone Is Championing This Season

Are you sporting it yet?

It’s not exactly breaking news that athleisure is the trend that Insta-bloggers far and wide have been coveting season after season.

The puffer jacket made an unanticipated return at the autumn/winter ’16 collections, as Demna Gvasalia made his debut for Balenciaga with models swaddled in puffed-up proportions of ‘90s-inspired fabrics.

The autumn/winter '16 collections welcomed athleisure in the form of oversized hoodies, trackpants and '90s-esque puffer jackets

Whilst Vetements made a case for slogan emblazoned tracksuits juxtaposed against thigh-high leather boots and tailored rain macs.

But as we continue to roll our Boyfriend jeans à la Saint Laurent and swap heels for lace-ups, it’s important to take note of the new kid on the block. And it’s a champion in the street style stakes (if you pardon the pun).

Founded in 1919 by the Feinbloom brothers, New York-based brand Champion soon became renowned for their sports apparel. Quickly adopted by university teams in the 1920’s, the cult line soon grew in popularity amongst fashion-conscious teens. The iconic logo gradually evolved and became the ‘C’ now synonymous with the brand in the 1950's.

The year 2000 marked the 60th anniversary of Champion and in celebration, the sports label relaunched the cult sweatshirts. But with a newfound fashion crowd to win over, Champion was under pressure to deliver.

Cue a series of collabs with names including Scandi go-to Weekday and brand-of-the-moment Vetements. And the rest goes down in fashion history. Every blogger worth following is giving the brand's jumpers and zip-ups Instagram air time and for every couple of street style snaps that roll in come fashion week, expect a Champion symbol or two to crop up.

So tuck your jumper (and middle-parted hair) in a zip-up PVC mini or layer beneath an oversized camel coat and you’ll score the athleisure trend in one stealthy sartorial move.

Weekday has announced a new collab set to launch 1st June

Have we talked you into sporting this season's most sought after garment yet? If so, we recommend checking out Weekday's latest limited edition collab with the cult brand before it sells out (cough cough we get in there first) or take a look at Champion's official site. FYI - Weekday's latest collaboration will land online tomorrow.

Race you there.

Shop Grazia's favourites in the gallery below:


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