The Fila Brand
THE TRENDY AND TIMELESS CULT LABEL FROM ITALY
The Fila story begins in 1911 in a tranquil Italian town at the foot of the Alps. Four brothers provide the inhabitants of their hometown Biella with warm clothing - with one vision: the combination of high-quality material, classic design and undogmatic practicality. This dedication soon made the manufactory, which was founded in 1923 and initially produced mainly underwear, famous throughout Italy. In 1974, the company finally achieved a global breakthrough - with a sportswear collection that revolutionised tennis design in particular. The White Line Collection by designer Pier Luigi Rolando was provocative, unconventional and yet simple and honest. It presented authentic sportswear with cosmopolitan charm. With Fila, not only did tennis, previously dominated by white fabrics, get colour, but classicism got a new, timeless look that went around the world.
To this day, Fila stands for sophistication and Italian craftsmanship and inspires enthusiasm beyond sports borders to the streets of metropolises and catwalks of fashion shows. The more than 100-year success story is carried by the unwavering philosophy of innovation and the spirit of always being on the move. The label has made it its mission to create exquisite fashion that convinces in performance, design and flexibility. Fila has long since become a cult brand that is indispensable in fashion, sport and pop culture.
FROM FLEXIBLE SPORTSWEAR TO STYLISH STREETWEAR
While sports, and tennis in particular, gained in expression and individuality in the 20th century, Fila was quick to recognise the role that suitable sportswear had to play: sportswear should support the athlete in his movement and grace, it has to fit perfectly and yet be flexible. Many well-known athletes, such as tennis player Björn Borg or extreme mountaineer Reinhold Messner, can identify with the liveliness, freedom and finesse radiated by Fila, both then and now. To this day, Fila thrives on its special relationship with sport and its extraordinary talents. Fila is the main sponsor of the Porsche Tennis Grand Prix in Stuttgart and currently supports the two tennis stars Marin Čilić and Karolína Plíšková. Fila is also the outfitter for the Dutch Olympic team until 2022.
Fila stands first and foremost for excellent sportswear. However, this did not go unnoticed for long by the fashion scene, which discovered the unique spirit of the sport for itself. Fila even pioneered the introduction of chunky sneakers into streetwear with the legendary Disruptor. Since the 2017 summer season, Fila has also been represented on the world's catwalks, initially in collaborations such as with Fendi. In September 2018, Fila finally presented its own spring and summer 2019 collection at Milan Fashion Week.
Fila's extraordinary passion and proven quality continues to write its history. After more than 100 years, the label remains fresh and young, unflinchingly facing the fast-paced fashion world without losing sight of the vision of the four brothers from the small Italian town. See for yourself - at 247style.de in our shop!