The Fila brothers gave birth to the homonymous brand in 1911 in the town of Coggiola, in Piedmont, opening a textile company of underwear and knitwear; it is however in 1926 that was officially born the company initially called Maglificio Biellese and that produces underwear for men, woman and child.
In 1967 the name was changed to Maglificio Biellese Fratelli Fila Spa and the success of the company on the market was consolidated thanks to the realization of the entire production in-house: starting from the design, passing through the processing of wire, until the finished product.
Fila Sport, between history and fashion
During the seventies the attention for sport and leisure is constantly growing, the company seizes new opportunities and in 1973 created Fila Sport. The new line introduces innovative types of fabrics, for example ribbed, elastic and seamless, and is dedicated entirely to sportswear.
The brand immediately established itself particularly in the world of tennis by becoming in 1974 the sponsor of the Swedish champion Björn Borg and dressing other athletes such as Guillermo Vilas and Adriano Panatta.
For Borg, the White Line collection is created: the tennis uniforms are inspired by the white lines of the court and are characterized by blue and red graphic patterns that overlap the white colour.
The logo of the brand with the characteristic red and blue F, included in a box, is also redesigned by Sergio Privitera; simple and immediately recognizable, it has become one of the most popular logos in the world. Since then tennis has always remained one of the strongest markets in Fila and many champions have worn the brand, including: James Blake, Dmitry Tursunov, Marin Čilić, Kim Clijsters, Andreas Seppi, Fabio Fognini, Karin Knapp and Jelena Janković.
Fila, a trip to sport
Fila is not only limited to tennis but also sponsors athletes in other areas, for example skiing, with Alberto Tomba and Deborah Compagnoni. In 1978 Reinhold Messner accomplished the historic feat of climbing Everest without oxygen wearing technical clothing signed Fila. . In the nineties there is a partnership with basketball and NBA players such as Grant Hill or Kevin Johnson, for which they are created specially lines of sneakers. These have an immediate success even off the field, especially in the hip-hop environment: history has entered the photograph that portrays the rapper Tupac wearing a pair of Fila Grant Hill in which shows the sole of the shoe with the F of the brand.
In 1983 the company specialized in the production of footwear and in 1996 the Fila Disruptor sneakers were launched, a true icon in the streetwear world. The sports shoe stands out for its voluminous size and for the massive zig-zag sole, and has recently returned to the trend of dad sneakers. Since then, Fila is no longer limited to the sporting environment but becomes part of the fashion world in all respects, becoming one of the pioneers who introduced sweatpants, sweatshirts and sports shoes in high fashion trends.
Starting in 2017, Fila launched a series of collaborations that have led the brand on catwalks around the world and to be worn by the most influential celebrities. The first important partnership is with Gosha Rubchinskiy, Russian designer who created a collection that features t-shirts and sweatshirts where the famous Fila logo is flanked by Cyrillic lettering.
But the real entrance into haute couture comes with the collaboration with Fendi in 2018: the items in the collection are covered by a game of logos, created by the artist Hey Relly, where the font and the red and blue F of Fila actually write the name of the Roman Maison Fendi.
With this texture have been created jackets, pants, dresses, shoes and bags that have been flaunted by international actresses and singers such as ASAP Rocky, Fergie, Rihanna and Nicholas Minaj. The success is so great that in 2019, under the creative direction of Antonino Ingrasciotta and Joseph Graesel, the brand debuts for the first time on the catwalks of Milan Fashion Week. Currently sportswear is one of the predominant trends in fashion and Fila, with more than 100 years of experience, is certainly one of the major protagonists.
Cover Image: Fila