Athletic and streetwear brand, Champion Australia, has unveiled sustainable streetwear made from forty-five percent pre-consumer recycled cotton.
Re:bound, a recycled range, marks an exciting advancement in Champion’s mission to invest in more sustainable apparel practices.
The Re:bound name, which was developed in conjunction with Melbourne creative agency TABOO, is intended to capture the ‘never give up’ spirit that Champion embodies, as well as talking directly to the process of recycling and building on the brand’s strong and enduring link to basketball.
The range includes wardrobe staples like tees, hoodies, bucket hats and more, all boasting a deep blue and Indigo colour palette. The durable and shrink-resistant material is composed of 45% pre-consumer recycled cotton, typically discarded in production.
To launch the collection, Champion and TABOO partnered with prominent Australian up-cyclers and sustainability advocates Philip O’Donahoo (@philipjvo.ai) and Jaida The Creator (@jaidathecreator) who both feature in the campaign. Philip and Jaida will also create unique, one-of-a-kind pieces from the Re:bound fabric used as the backdrop in the campaign shoot.
TABOO has been working with Champion Australia for twelve months and led the Re:bound brand development including naming, brand identity, and launch communications which involves film and stills.
TABOO Creative Director Matt Heays said, “For over 100 years Champion has had an incredible history of innovation. So, to be part of this initiative for a global icon – and being led by the Australian market – has been hugely satisfying for us”.
Jo Holding, Divisional Manager for Champion Australia and New Zealand added, “Pioneering products has always been our legacy and being kinder to our planet is a big part of our mission as a brand.”
