Fashion house FILA has finished the first renovation in the company’s 23-year history in Korea, seeking to make an impact in the sportswear market with its 2016 Spring/Summer campaign.
The Seoul-based company said it has been renewing design strategies, brand identities and distribution networks since October to improve its market position. Under the leadership of Creative Director Jung Goo-ho, a renowned fashion designer, the company’s product line for the new season is on display.
As part of renovation efforts, FILA launched two brands ― FILA ORIGINALE, targeting young customers who are into street style, and FILA UNDERWEAR, a line bearing FILA’s original identity. FILA ORIGINALE products became available from Feb. 25 and FILA UNDERWEAR products will be launched Thursday.
Also, limited edition sneakers, “LIMITATO,” have been released. The company said the sneakers best reflect FILA’s renovation through their simple and minimal design.
(Source: Korea Times )