[@LondonYouth] X [@ChampionEUUK] tackles negative youth stereotypes

Loser, trouble, reckless, lost, waster, angry, dangerous, selfish.

London Youth’s ‘Buy the T. Not the stereotype,’ campaign beings by showing these words which people often use to describe youth. The video opens with a young mum who’s been called reckless, a girl from Tottenham who is seen as worthless and a boy with a disability who is labeled a loser.

London Youth has partnered with Champion to challenge these negative stereotypes. They have created a limited collection of T-shirts which are inspired by the personal stories of five young people. Champion is one of the many sportswear brands who is currently praising youth culture and creativity.