Fila launches new label, London skatewear star Lev Tanju is creative chief

By

Sandra Halliday

Published
Jan 12, 2024

Sports brand Fila has created a new line, dubbed Fila+, that it said “represents the brand’s storied history in sportswear, reimagined through the lens of modern design”. And along with that it has named Lev Tanju, founder of skatewear brand Palace, as the new offer’s Creative Director.

The company said his “expertise will play a pivotal role in leading Fila+ into an exciting and promising future”.

The first collection under the new banner is described as an “elevated take on sportswear”, featuring apparel and accessories “that combine high-quality materials with sleek, contemporary design”.

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The looks take their inspiration from the brand’s archives with “classic silhouettes… pieces that blend craftsmanship and authenticity suitable for everyday style”.

And of course, there’s the Lev Tanju element. He was influenced by the “vibrant skate culture of London” when he launched his brand in 2009 and that influence will clearly continue as he also carries on in the Creative Director role at his own label. But we have to assume that some of that inspiration will seep into the new Fila+ label, although Tanju stressed that “for me, Italy stands for all things stylish. And I want Fila’s rich Italian heritage to be at the heart of Fila+”.

The company said his previous collaborations with different brands and artists "have shown his ability to connect with a wide range of audiences beyond just the skating community. This talent for bringing together diverse cultures is a key reason” he was chosen to lead to new launch.

Tanju said: “Fila has such a rich and amazing history spanning over a hundred years. I was blown away by how vast the archive was, and loved all of it. The story of Pierluigi Rolando, his drive towards innovation and his groundbreaking advancements really inspired me. I was also fond of the whole Italian team: they are extremely genuine and like a family.”

The Fila logo is a very distinctive one with its F-Box design and there’s now an updated logo for the new launch that features “vibrant new colours, with green and a brighter shade of red against a white background, embodying the colours of the Italian flag”. 

Fila’s Todd Klein, who’s Global Brand President, said that the development “marks a significant 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 has always defined [the label]”.

He added that the partnership “emphasises Fila’s ongoing ambition to be a leader in the sportswear industry and our dedication to engaging a new base of loyal consumers”.

Fila+ will be distributed globally, focusing on a selection of “major e-commerce platforms, local department stores, and key boutiques”. The first collection will be presented to buyers this month, followed by a public and media reveal through a campaign in June.