When it comes to iconic sportswear companies, no other name has as much gravitas and longevity as Fila. Founded in 1911 in Biella (Italy), the brand started as a small, family-owned business that had transformed itself into a highly popular sportswear brand. After years of stagnation, the company has finally found its footing again with a brand renewal campaign that appeals to younger consumers and a fashion industry currently obsessed with the streetwear style. This recent phenomenon is no better explained than from the CEO, Yoon-Soo Yoon: “The dominant fashion houses have embraced sportswear and this approach has become more than just a seasonal trend. Sportswear is now a fundamental element of the fashion DNA.”
And the fashion industry seems to agree. The major Italian luxury house Fendi donned the Fila logo on a couple buzz-worthy pieces for its Fall/Winter 2018 show. Before Fendi, Russian fashion designer Gosha Rubchinskiy’s 2017 Spring/Summer collection celebrated vintage Italian sportswear by paying special homage to select brands like Fila and Kappa. Fila’s runway debut will feature a collection that will combine its sports legacy with its ambition to make a mark on the fashion world. The history of the label will also be celebrated at the La Triennale di Milano, the city’s cultural institution, during fashion week.