Champion's prices are going up | The Odyssey Online
Start writing a post
Lifestyle

Champion Raising Their Prices Is An Example Of Fashion Gentrification

The gentrification of low-income brands is highlighted by century-old Champion's comeback.

1449
STARZFLY/BAUER-GRIFFIN/GC IMAGES.

In eighth grade, I remember going to Walmart with my mom and buying a pair of shorts for gym class. That was the first time I purchased something from the Champion brand. They were $10, comfortable and affordable. I remembered recently that Target's and Walmart's sports lines used to sell, almost exclusively, Champion items. Basic Champion sweatpants and sweatshirts were sold at Walmart for around $7 each. In recent years, Champion clothing has retailed for at least $35 from stores like Urban Outfitters and PacSun. Along with the price increase, came what seemed to be a complete redesign of the brand. Suddenly the clothes were produced in trendy colors and patterns, becoming novelty items rather than practical, everyday clothing.

Champion is considered a high-end brand, particularly for the target markets of the aforementioned corporations, teens and young adults. How did this happen?

It is important to acknowledge that Champion headlined the athleisure trend in the 90s. Athleisure, as well as the rest of the 90's fashion, has made a massive comeback during this decade. This plays a large role in Champion's resurface in the fashion world. The trend was reset, and their clothes became part of the high-end sportswear aesthetic.

Champion's rebound is not abnormal.

Many brands have had their own resurgences across generations as trends ebb and flow. However, the widespread consumption of Champion brings the brand to the forefront of gentrification. They became an icon of pop culture by associating the line with those that were already acknowledged as high-end. Through collaborations with brands like Supreme, celebrities donned Champion left and right. Thanks to the social media presence that the 90s lacked, the brand's revival spread rapidly. Companies like UO, already notorious for advertising a "poor-looking" aesthetic for a high price, pounced on the opportunity to include Champion in their branding. Champion's prices have since skyrocketed, with most hoodies selling between $70 and $80.

The romanticism of practicality is dangerous. For people who relied on Champion for their everyday clothing, their items are now inaccessible. Making their lifestyle seem elite by upping its purchase value, those living in poverty are significantly disrespected. Dressing a certain way to "look cool" is one thing until it becomes appropriation of a lifestyle the dresser does not truly know the experience of. Wealthy people want to wear Champion because it has again become a wardrobe staple of celebrities; a brand of the richest is one that others aspire to have as well. Before Champion was stylish, poor people were looked down upon for wearing the same items that now are symbolic of higher social and financial status. We, as a highly consuming generation, must take into consideration why we think of something as stylish when it means something entirely different from what it meant to the people who originally wore it.

Champion was not always a fashion choice. Fetishizing the unfortunate economic reality of millions of people takes away from the vital conversation of poverty, and this appropriation cannot be overlooked. Trends are temporary, but the politicization of clothing is imminent.

Report this Content
This article has not been reviewed by Odyssey HQ and solely reflects the ideas and opinions of the creator.
Lifestyle

Pros And Cons Of Having A Birthday Near The Holidays

The truth of what it is like having a birthday around the holiday season.

250
Christmas decoration
Flickr

It's the most wonderful time of the year!! But for some people, including myself and my Dad, it can have its ups and downs when it comes to having a birthday near and around the holiday season. I personally share a birthday with my Dad two days before Christmas. Yes, Christmas Eve Eve is our birthday. Here are a few pros and cons for having a birthday near the holidays.

Keep Reading...Show less
Christmas Tree Lights
Pixabay

It is that time of year again. Christmastime. It is one of my favorite seasons for a myriad of reasons. Here are just a few reasons why I love Christmas. This list is in no order of importance.

1. The Christmas decorations

I am that person who will decorate directly after Thanksgiving is over. This year, my roommates and I put the tree up in our apartment before we even left for Thanksgiving break. It is a great stress reliever for me to just sit in my living room and work on the huge amount of work I have before the semester is over.

Keep Reading...Show less
girl with santa hat
Photo by Toa Heftiba on Unsplash

'Tis the season to be jolly folks, and if you're anything like me, then at the stroke of midnight on Halloween your home went from wicked to winter

Keep Reading...Show less
mistake
Project Eve

Mistakes are something we all make, no matter how old we get. Most of the time, the mistakes we made are little and sometimes due to something out of our control. Yet, there are mistakes that are bigger than others. Personally, I have mistakes that I wish I could go back and undo. Here they are:

Keep Reading...Show less
Student Life

5 Things To Do That Are Better Than Writing A Paper

Don't waste your time trying to write that paper when there are so many more interesting things you could be doing.

12383
computer keyboard
Unsplash

Writing a paper is never fun and is rarely rewarding. The writer's block, the page requirement, be specific, but don’t summarize, make sure you fixed any grammatical errors, did you even use spellcheck? and analyze, analyze, analyze.

Papers can be a major pain. They take up so much time and effort that by the end of the process you hate yourself and you hate the professor for making life so difficult. Questions of your existence start roaming in your mind. Am I even cut out for college if I can’t write a single paper? Am I even capable of taking care of myself if I lack the energy to open my laptop and start typing?

Keep Reading...Show less

Subscribe to Our Newsletter

Facebook Comments