FILA India Stepping Up For Our Homegrown Labels 

FILA has been running laps around the chunky sneaker circuit after a number of successful launches in recent years helped establish the sport style brand as a stylish value proposition for sneakerheads on a budget.

Although the company’s own stores are a key priority, the brand is finding key partners also to open a franchise model as seen collaborating for first Heritage partnership with the NORBLACK NORWHITE independent streetwear company.

FILA X NORBLACK NORWHITE

Through its collaboration with NORBLACK NORWHITE, FILA became the first global company to work with the Indian streetwear company on the entire sportswear range. India, like Italy, has also had a rich heritage of handcrafted textiles. FILA India’s partnership with NBNW pays tribute to the heritage of Italian textiles and the age-old practices of Indian textile producers, debuting with an India-only exclusive partnership.

Fila India’s Creative Director, Abdon Lepcha, worked closely with NBNW for almost a year to develop a limited-edition collection that blends the classic FILA silhouettes with their signature prints and patterns. The collaboration was a combination of Indian and streetwear style activities. They created a series of NBNW patterns and color love that keeps it breathable in a sporty atmosphere. The designs concentrate on simplicity and rely on some NORBLACK NORWHITE textiles that are newly used for FILA fabrics.

The partnership was a fusion of Indian, and sports style streetwear. The set features baseball caps, running suits, fanny bags, teas and a Disruptor limited edition.

“This collab is one that is really unique for us” notes Rohan Batra, FILA’s Indian licensee.

It’s the first time that an Indian streetwear label had collaborated with a multinational corporation in a wide variety of ways. The limited India-only drop was to establish and nurture the culture of streetwear in India.

FILA X SUPERKICKS ON V94M

One of the silhouettes that FILA has brought back is the V94M, a reissue of the original Venom silhouette that first came to life in 1994 with Superkicks on a hyper-limited V94M edition that tells the story of how India’s luxury sneaker and streetwear store came to fruition.

The sneaker color range, limited to just 90 pairs, was inspired by the colors of the Indian city of Jaipur, Pink Beach, and the blue seas of Mumbai.

“The idea for Superkicks was born in a place I thought was most unlikely — my hometown Jaipur,” explains Superkicks founder Sangeet Paryani in a press release.

FILA X VEGNONVEG

Fila, an Italian sportswear company linked VegNonVeg to India’s first multi-brand sneaker concept store for a capsule collection.

Dubbed ‘The Masala Box Mindblower,’ the sneaker was inspired by one of the most popular items in the Indian household. The design, colors and materials reflect the unique palette of VegNonVeg graphics and brand language.

The Mindblower was a popular silhouette both globally and in India. The shoe has been made with the best use and combination of quality materials such as multi-textured leather, short-haired suede and a great mix of colours, making it a must-have for all sneaker lovers.

The highlight of the shoe is undoubtedly the F Box logo in the colors of VegNonVeg (green & red) on the back of the shoe and on the tongue of the shoe where it is used as an alternative to Veg & NonVeg.

Launched on 18th April 2019, the limited edition capsule features only 100 pairs priced at INR 9,999 each, which were available exclusively at VegNonVeg.

”We’re excited by the opportunity to create a concept that pays homage to our Indian origins yet something that we think will appeal to the global market. The Fila collaboration is an important moment in the VegNonVeg journey, a first for us and an exciting opportunity to tell our story as an Indian sneaker store and apparel brand at a global scale,” said Abhineet Singh, Co-owner, VegNonVeg.

Within the three top shops like Reliance Footprint, Central and Metro, Fila is strategically aligned with Shoppers Hold, introducing its Heritage line as part of its store formats. In the coming year, Fila will remain focused on the collection of heritage clothing and footwear, but will also continue to invest in key sports categories such as motorsports, tennis, and basketball.

That’s it for now, folks we’ll be back with more interesting stuff soon! Till then-

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