Fila+ makes its debut, Lev Tanju at the creative helm

The first collection will be presented to buyers in January, followed by the reveal to the public and media through a campaign in June 2024

Fila launches Fila+, a new line that represents the brand’s history in sportswear, reimagined through the lens of contemporary design. Concurrently, Fila has appointed Lev Tanju, founder of skatewear brand Palace, to the role of creative director of Fila+. Tanju’s experience, we read in a note, “will play a fundamental role in leading the brand towards an exciting and promising future”.

The inaugural Fila+ collection is an elevated interpretation of sportswear, with a variety of garments and accessories that combine high-quality materials with elegant, contemporary design. Drawing inspiration from the Fila archives, Fila+ presents a new interpretation of classic silhouettes with pieces that blend craftsmanship and authenticity, suitable for everyday style.

Raised and influenced by London’s vibrant skate culture, Lev has become a leading name in streetwear after launching his brand in 2009. Lev will retain his role as Creative Director of Palace. Collaborations with multiple brands and artists have demonstrated his ability to connect with a broad audience beyond the skate community. This talent for bringing together different cultures is one of the main reasons why Lev was chosen to lead Fila+.

Lev’s role in Fila+’s debut collection marks the beginning of a new chapter. Reflecting on his new position, Lev says: “Fila has a rich and extraordinary history spanning over a hundred years. I was amazed by the vastness of the archive, which I loved in its entirety. Pierluigi Rolando’s role, his drive for innovation and his revolutionary advances truly inspired me. I also became fond of the entire Italian Fila team: they are extremely genuine, like a family.” At the center of Fila+ is the iconic F-Box logo, the true Fila symbol. The updated logo boasts new colors, with green and a brighter shade of red on a white background embodying the colors of the Italian flag. “For me, Italy is synonymous with style – adds Lev -. I want Fila’s rich Italian heritage to be at the center of Fila+”. This subtle yet powerful change honors Fila’s Italian roots while highlighting the brand’s commitment to authenticity and innovation.

This announcement marks a milestone for Fila as it continues to redefine the boundaries of sportswear. Under Lev’s direction, Fila+ is more than just an extension of the brand: it’s a tribute to the spirit of innovation that he has always defined Fila. “We are thrilled to welcome Lev as creative director of Fila+,” says Todd Klein, global brand president of Fila. “His forward-thinking approach aligns with our mission to innovate while honoring Fila’s legacy as a brand. premium sportswear. This partnership highlights Fila’s continued leadership in the sportswear industry and our commitment to engaging a new base of loyal consumers.”

Development in collaboration with More Consulting and licensing partnership with 247 will see Fila+ distributed globally, focusing on a selection of leading e-commerce platforms, department stores and flagship boutiques. The first Fila+ collection will be presented to buyers in January, followed by the reveal to the public and media through a campaign in June 2024.



Source-www.adnkronos.com