Fila+, a New Line With Lev Tanju as Creative Director, Is Born
Fila announces the launch of Fila+, a new line under the creative direction of Lev Tanju, founder of the well-known skatewear brand Palace. The inaugural Fila+ collection represents the brand's history in sportswear, reimagined through the lens of contemporary design; to this end, Tanju's experience plays a fundamental role, also in leading the way toward a hopefully promising future. The first collection will be presented to buyers this January, but the official reveal to the public and the media will only take place in June 2024 through an ad hoc campaign.
Lev Tanju's role in Fila+'s debut collection marks the beginning of a new chapter. Raised and influenced by London's vibrant skate culture, Lev has become a leading name in streetwear after launching his own brand (Palace) in 2009, where he will remain as creative director. 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+.
Reflecting on his new position, the designer said: “Fila has a rich and extraordinary history spanning over one 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 F-Box logo, the true symbol of the brand, but now updated with new colors: green and a brighter shade of red on a white background that refer to the colors of the Italian flag. “For me, Italy is synonymous with style. I want Fila's rich Italian heritage to be at the heart of Fila+,” Lev said. This subtle yet powerful change honors the brand's Italian roots while highlighting a commitment to authenticity and innovation. Drawing inspiration from the brand's archives, Fila+ also offers a new interpretation of classic silhouettes with pieces that blend craftsmanship and heritage, suitable for everyday style.
“We are thrilled to welcome Lev as creative director of Fila+. His forward-thinking approach aligns with our mission to innovate while honoring Fila's legacy as a premium sports brand. This partnership highlights Fila's continued leadership in the activewear industry and our commitment to engaging a new base of loyal consumers,” enthused Todd Klein, global brand president of Fila.
From: Esquire IT
