A city heavily connected to sportswear and home to popular streetwear brands such as Stone Island, CP Company, and Umbro, big biz and independent spirit are inherent features of the Mancunian youth, there is a longstanding synergy which shapes the uniform and aesthetics of youth subculture. Ackermann himself believes that “Manchester has an intriguing mix of colliding cultures,” as he also says that “It is a place where we hear the voices of the youth – the wave they create in sports, music and literature. And I wanted to focus on this unique point of view.” A city that shines for its hedonistic musical history, the show took place the vast Mayfield Depot – best known for hosting The Warehouse Project, a notorious rave spot.
Fila has a stated mission to pivot its image, the Italian sportswear giant believes that brand momentum can be best achieved via collaborations with key players and personalities of the luxury sector. Previously, the brand has collaborated with the likes of Y/Project, Roksanda Ilinčić, or Brandon Maxwell. Fila chairman Gene Yoon praises Ackermann’s creativity and is fully confident that the collaboration “represents the latest evolution of Fila to be at the forefront in sports, style and fashion.”