Double Select: luxury sneakers, limited edition footwear, street fashion footwear,

A Fila History:

Fila began in the Alps as an Italian underwear company in 1911. Started by two brothers, the company survived as an undergarment brand for nearly 50 years until managing director Enrico Frachey decided to transform Fila into an athletic apparel company in the mid-1970s. Their initial success came in the tennis industry with an endorsement by tennis legend Björn Borg. Fila maintained a steady pace but was never a real competitor until the mid-1990s when they released the Grant Hill basketball shoe. This sneaker sensation lifted Fila up and away making it America’s fasted growing brand of the 90s. But Fila was unable to keep on top and the Grant Hill high was followed but a low of epic proportions. The company plummeted in popularity, never able to match the success of the Grant Hills and to this day Fila falters in the red, constantly battling major financial woes.

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Fila Sneak-Facts:

• Originally founded as Societa Anonima Fratelli Fila.

• Fila is currently headquartered in Seoul, South Korea and is South Korea’s largest sportswear manufacturer.

• Fila apparel was popular in the 1980’s rap scene. The brand was mentioned in several songs such as “Do the Fila” by Steady B and “Put your Fila’s on” by Schoolly D. There was also an entire hip hop group called Fila Fresh Crew.

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Notable Models:

Grant Hill

When the Fila Grant Hill came out in 1995, Fila skyrocketed in popularity to the number three spot behind Nike and Reebok. A direct competitor with the Air Jordans at a fraction of the price.

70’s Fitness and the Rialto

Two exclusive Japanese releases that arrived in late 2007 showed a new and promising face of Fila. The 70’s Fitness (picture, left) and the Rialto (picture, right) both feature retro-styling and premium leather.