Urban Outfitters Is Making Fila Cool Again

Photo: WWD/ Courtesy Urban OutfittersIf anyone can make Fila cool again, it is Urban Outfitters.

The athletic brand is teaming up with the retailer on a collection that will bring designs from the Seventies, Eighties and Nineties to a new generation of consumers. Along with Fila’s signature polo shirts and athletic jackets, the collection also features jeans, raglan sweatshirts and snap-front miniskirts, according to WWD.

Launching Monday in certain UO stores and online, the collection will also include polo dresses, atheletic bags and an update on the 1993 Cage high top basketball sneaker. Retailing between $28 to $128, each item in the collection will also be stamped with the original 1973 Fila F-Box red, white and blue logo.

Photo: Courtesy Urban Outfitters“This collection offers Urban Outfitters’ customers an opportunity to experience Fila’s legacy of sporting style,” saidDanny Lieberman, senior vice president of apparel at Fila USA. “The new Fila product range combines retro elements from our iconic heritage with modern, on-trend touches. The collaboration will appeal to Urban Outfitters’ shoppers looking for vintage-inspired pieces with a fresh update.”

This is just the latest in Fila’s marketing attempts to bring the brand to younger generations. Along with several posts on Instagram, tying the brand to “Straight Outta Compton,” Fila has also teamed up with the jeweler “Mr. Flawless” to redesign one of their classic sneakers. Fila also has several players in the U.S. Open wearing their new line Platinum, made with Invista Thermacool.

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