In the pulsating heart of the Australian rap scene, Sydney’s Isaac Puerile has emerged as a self-taught artist and producer, a maverick crafting his own path with defiant originality. Upon its launch, his 2018 EP I Hate You Too became an instant classic. This genre-defying body of work incorporates elements of rap, pop and UK garage, converging into an unapologetic and raw soundtrack of life. For nearly a century, Champion has mirrored such trailblazing with its Reverse Weave Hoodie—the OG hoodie—which has been an emblem of innovation since its inception in 1938. This makes the brand’s partnership with the 26-year-old a seamless fusion of new-school audacity and enduring tenacity.
Initially crafted as a warm-up garment for athletes, the Reverse Weave Hoodie quickly found favour among construction workers in chilly climates and later became a staple among early adopters of hip-hop culture in the 1970s and '80s, cherished for its affordability and functionality. In the '90s, the iconic hoodie became synonymous with hip-hop culture, worn and immortalised by influential groups such as Wu-Tang Clan, A Tribe Called Quest, and Naughty by Nature. In the contemporary era, its cultural impact deepened through collaborations with giants like Nike, Supreme, Bape and the late Virgil Abloh. These collaborations not only bridged the gap between streetwear and high fashion but also propelled the hoodie into new realms of cultural significance. This journey reached a pinnacle in 2018 when the Museum of Modern Art selected the Champion hoodie for their permanent collection, an acknowledgment of its enduring role as a cultural artefact across sports, music, fashion and art.
Champion's influence spans the globe, and they have a long history of supporting creators in Australia and New Zealand. In 2023, they spotlighted 66 Records—the first African-owned music label in Australia—in their Autumn/Winter Puffers campaign. More recently, they enlisted Melbourne music collective Picked Last in their "Escape to Room 42" campaign—which serves as a teaser for the collective's newly-released track "Room 42."
In the "Through It All" campaign, Isaac stands at the forefront—narrating and starring in the campaign’s short film. The phrase “Through it All” does double duty, encapsulating Champion's enduring commitment to local talent—like Isaac, 66 Records, and Picked Last—and the ever-present cultural significance of the iconic Champion hoodie.
Speaking of the role of the Champion brand and hoodie in his own life, Isaac said, "...I’ve been a fan of Champion since I was a kid, and their hoodie has always been a staple in my wardrobe, providing comfort and a vehicle for self-expression. Being part of the Through It All campaign feels like a full circle moment, celebrating Champion’s innovation journey alongside my own."
For a deeper insight into the Champion x Isaac Puerile partnership, and to get to know more about Isaac, Complex Australia spoke with him about his love for music, streetwear, and Champion's influence on his life and art.
Where did your love for music come from? When did you start taking it seriously?
I grew up in a very musical family. My dad played the drums in the church, and my mum sang. All my siblings played instruments; I played violin when I was about 5 years old. I wasn’t good in school, but I was always listening to music. One day in high school, I was rapping with a bunch of my friends, and one of them told me I could be better than Kerser, and that stuck with me.
Fast forward a couple of years and I had saved up for a mic and some other equipment, but I wasn't doing any work at school and then I got kicked out of home. So, I had no place to live, no job, and all I had was this music thing. I did a bunch of odd jobs that I was bad at, but I was getting better at music, and that's how it became more serious. I didn't have a choice.
Your music spans multiple genres, could you describe your creative process and how you manage to blend various genres into your unique sound?
Like I said, I grew up on so much different music, you know—a mixture of so many different things. And that’s carried over into how I create and the music I make. My family appreciates all kinds of music, and I'm a product of that.
What’s one of the tough parts of being an artist?
Being an artist, you're putting your best, most authentic self forward and people get to make their own judgments about you. And sometimes, they perceive you as something that you’re not, and want to push you in a different direction. So, you kind of have to fight against people’s perceptions of you, and it's really difficult, especially when you're taking it seriously and you’re being wholeheartedly you.
It's well documented that you have a love for streetwear. How do personal style and streetwear play into your creative expression?
Yeah, definitely. You know, I didn’t grow up with a lot of money. I can remember being a kid and going to Salvos with my mom and picking things out, and I’ve just done that my whole life. I've always thrifted. Kids in school had cool shoes and stuff I didn't, so I had to figure out how to do it in a different manner. But it definitely plays into my art a lot; it helped me learn how to express myself.
Congratulations on the recent Champion campaign! What was it like working with Champion, a brand that has such a rich legacy in hip-hop culture, on the "Through It All" campaign?
It was crazy. I don't know, bro, I can't even quite explain it. It's not something I expected. But at the same time, I've worked so hard. Life sometimes doesn't feel real, I'm so fortunate. I haven't done anything like this before, so I was on a high for weeks, especially after [the campaign] came out. I would’ve rewatched it like 100 times, each time thinking 'that’s me.'
Reflecting on your career so far, what do you consider to be your most rewarding achievements?
Last year was particularly crazy. I won awards, I traveled heaps. But playing music live and meeting people I'd never met before—who told me they'd listened to my music in high school or had just discovered it—was and is always so amazing. That’s the most rewarding part: connecting with people and feeling like my art is being shared and valued. That's everything to me. That's my favorite feeling.
Looking forward, where are you hoping to take things?
This year, I'm releasing my debut album. In the future, I definitely want to get into acting. I want to appear on Play School—I'm a father—and I want to change perceptions of what fathers look like. I write a lot of children's jingles and stuff like that, so I'd love to be on Play School, or even crazier, I'd love to be on Sesame Street. I'd also love to have my own cooking show, and I love making clothes and painting, too. So, yeah, cooking, painting, writing jingles, having fun. And being a dad!
