Champion Takes Archive to London Car Boots for Community Campaign
Champion is taking rare archive apparel and custom pieces to two London car boot sales this October, with every pound raised supporting organisations working in the surrounding communities.
Champion is taking a selection of vintage archive clothing and custom apparel to two London car boot sales this October, with all money raised through the brand’s sales going to organisations working within the host communities.
The first activation takes place at Leyton Car Boot on Sunday 4 October, with proceeds supporting Leyton Orient Trust. Champion will then head to Peckham Car Boot on Sunday 25 October, where funds raised will go to Peckham Soup Kitchen.
For the two events, Champion has partnered with vintage retailer Duke’s Cupboard to source rare pieces from the sportswear brand’s archive. London artist SICKDAN has also created custom Champion clothing specifically for the sales.
The activation builds on Champion’s recent use of temporary London experiences. Earlier this year, the brand partnered with JAB on a Shoreditch boxing pop-up combining a capsule collection, training sessions and an immersive brand environment.
“For today’s young consumer, vintage is about individuality, authenticity and discovering pieces with a story. Champion already has a natural place in that world. London’s car boot scene brings that connection to life; it’s where our archive is found, worn and reinterpreted by the next generation. Showing up there is about being part of a community that already values our heritage and giving them the freedom to shape what it means today.”
Stephen Lowry, Champion Brand Director
Archive Pieces and Custom Apparel
Vintage Champion items will be priced between £10 and £50. SICKDAN’s custom pieces will be priced at £30 for T-shirts, £40 for joggers and £50 for hoodies, with card payments accepted at both sales.
Champion has previously used its archive as part of physical brand experiences. In 2024, a two-month Champion Sports Bar takeover at Selfridges London incorporated vintage pieces from the brand’s New York archives alongside its sporting theme.
“The thrill is in the find. We’ve pulled together Champion pieces that deserve another outing. Bringing them to a car boot puts them back where discovery happens, and gives each purchase a purpose beyond the piece itself.”
Milo Harley, Duke’s Cupboard
Sales to Support Local Organisations
At Leyton, proceeds will support Leyton Orient Trust, the registered charity delivering community activity on behalf of Leyton Orient Football Club. Its programmes cover areas including health and wellbeing, education and youth engagement across East London.
“Leyton Orient Trust is rooted in the community around the club. It means a great deal to see an event in Leyton raising funds to help resource the work we do with local people throughout the year and we thank Champion for supporting our work.”
Neil Taylor, Chief Executive, Leyton Orient Trust
The second event will support Peckham Soup Kitchen, which provides food and a welcoming space for people facing hardship in Southwark alongside programmes for young people.
“A meal can offer more than food. It can be a moment of connection and support. We’re glad this sale will bring people together in Peckham and help us keep showing up for our community.”
Jud and Fos, co-founders, Peckham Soup Kitchen
The two car boot appearances place Champion’s archive and custom apparel within existing local shopping communities, with proceeds from each event directed to an organisation working in the surrounding area.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
