STAPLE BRANDS

Pressed for time because of freelance work, so why not fall back on two failsafes — All Conditions Gear and Champion? ACG as a full subdivision may be gone (though every time you see a sealed seam jacket from Nike, the spirit lives on) , but it’s still part of of the footwear offerings at trend level. Here’s a few non-ad images of some interesting moments in ACG history — Trip Allen is a crucial part of the old ACG squad and according to legend, he was one of the pioneers in applying some truly insane colours to shoes that remain scorched into my retinas for reference in far too much of my work. I believe (looking at the sketch) that he was heavily involved in the Terra ACG design — a pioneering moment for the brand that may or may not have aided in the genesis of the non-ACG Terra trail running range you might have lusted after in the late 1990s. The Terra ACG’s speckles and wildcard orange and pink were decidedly peculiar at the time too. The packaging for the Nike Thermax Underwear that I believe dates back to the early days of ACG (I like the “Clothing as equipment” copy too) is well executed and captures the commitment to it at the time. Moisture wicking ACG underwear is a rarity nowadays, but these are some of the most aesthetically appealing thermals ever made.

Why does Champion’s Japanese licensee get it while the others don’t? Admittedly it’s a country where a heritage wing could actually prove profitable, but to see this brand plastered on tat in the UK is depressing. Like Fila, it’s an opportunity wasted and while Champion always was a fairly affordable brand compared to the Italian premium sportswear of the former, it seems the original point was lost in a variety of acquisitions and wheeler dealing. Even Russell Athletic seems to be slowly getting its shit together in this territory while former champions flounder. Pop-ups and spaces are usually a good reason to ignore an email invite, but the collegiate-themed Champion Bookstore in the Shinjuku branch of Oshman’s (itself a franchise of a mostly-gone US sporting institution that became Sports Authority — not dissimilar to how Shibuya’s mighty Tower store keeps standing) looks tremendous and captures the essence of what makes the brand great. Cotton fleece heaven with a history lesson worked in there. This kind of thing and the nanamica x Champion masterpieces of loungewear maintain this brand’s magic. Everyone else seems intent on sticking a ‘C’ on cheap accessories. Sadly, I can imagine what proves the most profitable.