Champion has called on Australian influencers and up-cyclers Philip O’Donahoo and Jaida The Creator to help it launch its first sustainable streetwear line.
The collection, dubbed Re:Bound, is created using 45% pre-consumer recycled cotton fabric that has been reclaimed from waste.
The rescued fabric is then blended with virgin cotton and spun into new yarn.
This yarn is then dipped into indigo baths to create a denim wash.
To launch the collection, Champion has partnered with O’Donahoo and Jaida to front the campaign.
The pair have also created unique pieces from the Re:Bound fabric used as the backdrop to the shoot.
The Re:Bound collection consists of 21 pieces including tees, hoodies, shorts and crew-neck jumpers and accessories.
Re:Bound will launch on August 04 on Chamption's website and in select stores nationally and will retail between $49.95-$129.94.