Reigning Champ didn’t waste any time putting its words into action. Two weeks after the murder of George Floyd and four days after founder Craig Atkinson released a statement pledging to increase support for “equality, empowerment and social justice for BIPOC populations” by supporting organizations fighting racial injustice, the brand is doing just that. 100% of the sales from the limited edition Direction Action capsule will be donated to the Equal Justice Initiative. The three piece line includes two hoodies and a T-shirt decorated with original artwork by Jide Osifeso & Joshua Vides created exclusively for the fund raiser.
Founded by Bryan Stevenson in 1989, the Equal Justice Initiative is a non-profit committed to challenging racial and economic injustice, ending mass incarceration, and protecting basic human rights for the most vulnerable people in American society. You can donate directly at eji.org.
The Direction Action capsule is available now at reigningchamp.com.
