India – The Italian brand partnered with Canadian-Indian streetwear label NorBlack NorWhite to create a collection rooted in the traditions of Indian textile makers.
Exclusively available in India, the limited-edition collection fuses Indian-inspired colours and patterns with sportswear styles and silhouettes. Athletic staples such as baseball jerseys, tracksuits and trainers are all reimagined through the eyes of NBNW’s co-founders Mriga Kapadiya and Amrit Kumar, who seek to challenge cultural stereotypes surrounding the use of prints. According to Fila, the collaboration marks the first time a global brand has collaborated on a full collection with an Indian streetwear label.
The 10-piece collection is a departure from mainstream minimalist sportswear and athleisure, as well as a reflection of the fact that India’s youth increasingly sees fashion and beauty through the lens of athleticism. With almost half (46%) of the country’s population being under 25, brands are waking up to India’s emerging youth market.