Fila debuts new ‘fila fjord’ collection at pitti

by Stephen Garner

Sportswear brand Fila unveiled a new premium line, dubbed “Fila Fjord”, this week at Pitti Uomo in Florence.

Done under the creative direction of Danish-born designer Astrid Andersen, Fila Fjord gives a nod to Fila’s Italian sportwear heritage while taking the brand in a new contemporary designer direction.

The Fila Fjord autumn/winter ’19 collection has been created with a natural, sustainable and streamlined lifestyle in mind for a new customer. Priced from €50 to over €1,000, it has been developed with a focus on quality textiles and fabrication as a sophisticated collection for the modern wardrobe. Highly developed knitwear centered on the quality of all-natural cashmere fibers, tailored woolen coats sat alongside technical outerwear, and eco-sourced jersey give a new dimension to Fila.

“This aesthetic is already perceived as contemporary designer wear – Fila Fjord is about matching that perception with the highest possible quality at an elevated but accessible price point,” said Andersen. “I have always pushed the sportswear category that bit further in this respect and translating this idea through a brand as familiar as Fila with Fila Fjord epitomizes that philosophy”

“The idea of experimenting and creating what comes next within the luxury streetwear market is incredibly exciting,” added U.K.-based stylist Elgar Johnson, who helped to co-design the collection with Andersen. “Of course, nobody knows the answer but I think that makes it even more exciting. From an initial idea with references including cult tv show Twin Peaks to presenting a collection at Pitti with Fila – it has been a whirlwind of excitement and emotion. I hope the audience will share the same vision as myself, Astrid and the Fila team.”