Starting with its “White Line” collection in 1973 FILA became a global iconic sportswear brand. Firstly focused on Tennis it quickly expanded to the whole newly opened activewear market, adding its first footwear collection in 1983. Today FILA is the technical sponsor of many different competitions all over the world and its logo is crossing the border and conquering the streetwear market.
In 2016 Dresstail has been called to design a new FILA Tennis collection for the italian market. Tennis is of course FILA’s DNA and we took the brand’s style roots of the ’70s as a guide to create a strong family-feeling with the new collection.
Designing this collection was challenging as it had to be clearly different from the FILA’s streetwear already on display at the same time.
Thinner details, classic F-box patches, striped tapes and accurate color selection were the right solutions and the collection proved to have a strong Tennis Look.
Complementary to the collection, we helped designing the new labels, hangtags, accessory boxes and showroom.