Fila collaborates with VegNonVeg for sneaker collection
today Apr 22, 2019
Italian sports-fashion brand Fila has collaborated with Anand Ahuja’s multi-brand sneaker retailer VegNonVeg (VNV) to launch an exclusive limited edition ‘Masala (which means spices in Hindi) Mindblower’ sneaker collection.
The sneaker collection has been inspired by a masala box in design and colour scheme. With the collection, the brand is looking to make inroads in the country’s streetwear market and also plans to take the collection to global markets in the coming years.
Anand Ahuja, founder and co-owner, VegNonVeg, said in a statement: “Sneakers have always been more than just shoes to us. Over time, we are committed to developing India’s own story of sneaker and street culture and this collaboration is another step in that direction. We’re excited by the opportunity to create a concept that pays homage to our Indian origins yet something that we think will appeal to the global market.”
Abdon Lepcha, creative director, Fila India added, “The Mindblower has been a successful silhouette for us globally and in India. The shoe has been made with the right usage and mix of premium materials like multi-textured leather, short haired suede and the perfect balance of the colours makes it a must-have for all sneaker lovers."
Fila is licensed in India through Cravatex Brands Limited, part of the Batra Group. The company has plans for massive expansion in India and aims to reach a total of 100 exclusive retail stores in the next five years.
Talking about the collaboration, Rohan Batra, managing director, Cravatex brands said, “Working with VNV we have an opportunity to be a part of the conversation in the fast-growing streetwear community and work together with a team that is very committed to detail and craftsmanship in the product. India is a very important market for us and collaborating locally is part of a global strategy that has worked with some amazing talent."
The limited edition capsule will have only 100 pairs priced at Rs 9,999 (approx $140) each, available exclusively at VegNonVeg. Fila had earlier collaborated with Norblack Norwhite for a similar collection last year.
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