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.