Fila and Urban Outfitters are growing their partnership.
Following the introduction of its women’s line last year, the sportswear brand and retailer are launching a men’s assortment with a retro aesthetic influenced by the Seventies and Eighties.
The line, which will be available exclusively at Urban Outfitters stores and on its e-commerce site starting today, draws from Fila’s archives and includes tennis-inspired polos, T-shirts, bucket hats, shorts, track jackets and sneakers. The collection ranges from $28 for a T-shirt to $120 for a jacket.
“The consumer’s desire for vintage-inspired designs was evident in the debut success of the Fila + UO line,” said Danny Lieberman, senior vice president of apparel at Fila North America. “We’re continuing to offer Urban Outfitters shoppers a chance to explore our heritage and rediscover a selection of authentic styles that are synonymous with Fila’s iconic aesthetic. Adding a men’s collection to the mix was a natural progression for this season.”
The introduction of the line coincides with a dual gender campaign that launches today and is featured on billboards in key cities, in-store signage and social media platforms.
“Building upon the success of our women’s launch last fall, this dual-gender campaign offers our brands the opportunity to speak to all of our customers.” said Rachel Albright, director of creative marketing and content at Urban Outfitters.
This collaboration is in line with other brands, including Calvin Klein and Guess, that are also finding success by tapping into their archives and creating apparel influenced by heritage styles from the Eighties and Nineties.