EVOLUTION
OF HOODIES

INVENTION AND FUNCTION
Originally created by the company that later became Champion, the first hooded sweatshirt was designed for New York cold-storage workers and athletes on the sidelines. It offered a warm, durable, practical alternative to long underwear.

REBELLION AND STREETWEAR
As hip-hop culture grew in the Bronx, the hooded sweatshirt took on new meaning. It became a symbol of cool anonymity and lowprofile confidence; and, by the 1980s, it was firmly rooted in street style.

SNEAKERS, BEATS AND STREET CORNERS
By the 1990s, the hoodie had become a mainstream staple, seen as both a trend and an everyday icon.

MAINSTREAM AND LUXURY
Hoodies are now everywhere – from campus to commute to club, worn by teenagers, tech founders and fashion editors. A one-of-a-kind garment, the hoodie refuses to pick a lane. Mass market and couture. Democratic and exclusive.