Before an event in Soho the other week, standing outside of a pub on Brewer Street in the heart of Londons’ Soho, we spotted the murmurings of a store opening which appeared to be the achingly cool Champion. Proved correct last week, the brand have just released this teaser video – and it’s awesome!

If you don’t know the brand, Champion is the original originator of American sportswear and will celebrate its 100-year anniversary in 2019. It has also been synonymous with London street style for decades. This summer, the brand commissioned the short film featuring celebrated spoken word poet and DJ James Massiah, taking you through the heart of London and exploring who and what defines it.

Soho, like the brand itself, has retained its edge and style throughout its history. It has allure and magic. It is a part of London that has reinvented itself decade after decade, from bohemia and vice to DJ hangouts and promo vinyl stores, neon, Italian delis, third wave coffee and maverick chefs. Massiah’s film takes us on a journey through its streets, as the poet gives us laser sharp insight into the locals who define the neighbourhood both young and old. These, as he shows and tells us, are the people who have made Soho what it is, and what it will be in the future.

See you at the launch later this month!

Written by Danhasbyoliver

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