HanesBrands Revamps Champion for Younger, Eco-Conscious Consumers
HanesBrands is revamping its Champion brand, targeting younger, sustainability-conscious consumers. The latest move is the Champion-CiCLO collection, set to launch in October 2023, which uses innovative technology to reduce plastic textile pollution.
The Eco Future Reverse Weave collection, a result of Champion's collaboration with CiCLO Textiles, employs CiCLO's unique technology. This adds microorganisms to conventional polyester and nylon, giving these materials a natural end-of-life in the environment, mimicking natural fibers.
The collection, featuring crewnecks and joggers, will be available from December 6, 2023, through Champion's retail and e-commerce channels. It will also incorporate natural dyes derived from pomegranate, annatto fruit, and terminalia chebula fruit.
HanesBrands has been actively pursuing a younger audience. Recent efforts include the M by Maidenform collection and Hanes Originals product line, backed by a national media campaign. However, Champion's recent sales performance, with a 19% decline in the last quarter, has led HanesBrands to consider a sale of the brand to improve its financial outlook.
The Champion-CiCLO collection is a strategic move by HanesBrands to appeal to younger, eco-conscious consumers. The collection's use of CiCLO technology and natural dyes demonstrates Champion's commitment to sustainability. Meanwhile, HanesBrands continues to explore options to boost Champion's sales and impact on the company's bottom line.
