DNA Deep-dive: Fila & The Fila Disruptor
FILA DISRUPTING
Fila & The Fila Disruptor
Now bearing the impressive title of South Koreas largest sportswear company, you wouldn’t guess Fila’s roots were so humble. When the brand was founded in Italy over a century ago (1911), by the Fila brothers, the brand primarily manufactured underwear. In fact, it wasn’t until the 1970’s that Fila made movements into sportswear. Kitting out Swedish star tennis player, Björn Borg, rocketed the popularity of the brand to new heights. Demure tennis whites were revamped with bold, stylish splashes of red and blue. You’ll still find Fila’s present-day apparel taking inspiration from Borg’s original gear - most notably the iconic pinstripe polo shirt
Fast forward 30-odd years to 2007, when Fila was taken over entirely by Fila Korea (previously a separate company operating the brand under license) and the brand has continued to stay ahead of the game by ensuring their product always remains as fashionable as it is technical. The iconic Fila box logo now emblazons the everyday street wear of the style conscious around the globe
On the footwear front, Fila has been enjoying a resurgence the past couple of years. A popularity most notably seen in the uncompromising silhouette of the Disruptor. This unisex 90’s throw-back is not a sneaker for the faint-hearted. The Disruptor blends the very best of Fila’s sporty heritage with modern accents. Fila’s signature branding and a low-cut ankle are paired with a fierce, chunky outsole
Just launched is the Disruptor II Premium, an update on the classic shape, the Disruptor II features premium leather uppers in mono and metallic colourways
Appearing on the scene well before the Balenciaga Triple S, or the Yeezy Wave Runner 700, the bulky aesthetic of the Disruptor doesn’t seem to be going anywhere anytime soon
