Source: FILA and KROST Expand Partnership to Reveal Apparel, Accessories and Footwear Collection
I’ve been vocal about Fila’s wholesale strategy in the U.S. The company is currently benefitting from being owned by Chinese brand Anta and the surge in Chinese Nationalism, but in the U.S., Fila remains a confusing company at retail. The use of a downmarket and traditional retail strategy, undercuts the potential of Fila. I visited malls this week and saw the same cheaply merchandised floor display at an off-price dead mall store for Fila. I then saw a slightly better display at Champs. Placing the sneakers in completely different environments, poorly merchandised underscores the treatment of Fila in this region. It’s a confusing story being presented to potential fans, while online the beautifully delivered collabs between Krost and Fila are as close to perfect as the brand can get. It’s a juxtaposition which probably can’t be prevented, but I know for certain that in the right location and merchandised with intent, Fila could find itself elevating at home and abroad. Info on this new collab with Krost below.
The 22-piece KROST x FILA collection includes an assortment of men’s and women’s apparel, accessories, and the latest iterations of the unisex KROST x FILA Renno. The apparel ranges in nylon tracksuits, tees, leggings, crewnecks, and biker shorts, as well as baseball caps, socks, and a duffle bag. The term “Friends” and KROST’s moniker “Support Your Friends,” appear throughout the capsule, and is combined with the FILA F-box logo. All pieces are available in sizes XS – XL.
To showcase the collaboration, the campaign photoshoot features two identical sets of twin models who are emulating a variety of sports with different equipment, while dressed in the new collection. Casting twins was an essential feature, as “Family” is a core pillar within KROST’s DNA. The featured sports equipment is a nod to the collaboration’s give-back component with Good Sports.
The KROST x FILA collection, which retails between $30 and $150, is available at the KROST pop-up shop at 158 Mercer Street in Soho, New York and krostnewyork.com beginning on February 11, with select styles at FILA.com beginning February 23.
Follow and join the conversation on social media @filausa @KrostNewYork.