What went down at the SEXDREAMS live workshop at “The House of Champion” in Milan The artist demonstrated how the iconic Reverse Weave sweatshirt can reflect each person's identity
Since it opened last December, it has been clear that “The House of Champion”, the new retail space that is Champion’s Milan home, was not just a store. With its 890 sqm of surface area and a large, scenographic retail space spread across multiple levels, the venue is nothing short of imposing. But the most interesting scale is not the physical one: it is the cultural one. From the very beginning, the space was conceived as a fluid platform, capable of hosting activations, workshops, music and visual experimentation, embodying the principle of Community, Custom, Culture that defines its identity.
After the late March event with Robbie McIntosh, the photographer behind the Youth campaign, and the preview presentation of the collaboration with Aries, the most recent event—which saw the artist SEXSDREAMS lead a customization session—took as its starting point one of Champion’s most iconic products: the Reverse Weave line. Born in 1934 as a response to a very concrete technical issue, namely preventing sweatshirts from shrinking during washing, this technology revolutionized the way sportswear is conceived. By rotating the fabric’s weave and working it in a transverse direction, Champion created more durable garments, designed to last over time. Over the decades, Reverse Weave has gone from being just a technical solution to becoming a true cultural icon, transforming into a blank canvas onto which different generations have projected identity, belonging, and style.
SEXSDREAMS’ intervention was not a simple aesthetic customization but a creative act that overturned the relationship between brand and individual: the garments, already iconic, became narrative surfaces, crossed by marks, graphic interventions and spontaneous intuitions, turning the legendary sweatshirt into not just a product, but a tool capable of absorbing and representing the identity of its wearer. And the result of the event was not only the unique pieces that fans of the brand were able to create, but a collective experience in which the public could physically engage with the core idea behind House of Champion: giving space to creativity, without confining it within predefined formats.
But this journey does not stop here. On April 20, the store will host artists Giovanni Spera and Pietro Amoruoso with a live screen-printing session during which ad hoc graphics will be created. The works will come to life in real time, transforming the space into an open laboratory where process and result coincide. Accompanying the evening, the sound curated by Big Fish, a key figure in the Italian music scene, will add an additional experiential layer, blending visual and sonic dimensions. In the following days, until April 23, the public will also be able to access a free screen-printing customization service, continuing to explore that thin line between product and personal creation.
