FILA FILA North America Collaborates with APT.4B to Reintroduce the Original Fitness
(FILA North America) – January 22, 2021 – FILA partners with APT.4B, a concept shop that reflects the 90s era in NYC and sells original streetwear apparel, to reintroduce the iconic Original Fitness with more elevated and luxe details.
The Original Fitness x APT.4B is created with a cream suede upper and two-color suede flag. The heel features a dual-branded logo with the APT.4B logo being gold embossed. Adding to the updated version, the sneaker includes leather linings, a die-cut EVA, and an updated sockliner for increased comfort. Completing the silhouette, the sneaker will come with two laces: one cream lace with metallic gold tips and one navy blue lace with metallic gold tips.
Each APT.4B collaboration is brought to life in the #APT4BWINDOWS Project. The brand’s staple window installation will be designed as the exterior of an NYC apartment building, with a clothesline to highlight a selection of classic FILA pieces, as well as the footwear collaboration.
Launching today, the Original Fitness x APT.4B is priced $90 and available at www.apt4b.nyc.
Follow and join the conversation on social media @FILAUSA @APT.4B.
Over the last half-century, FILA has been there for iconic moments, accompanying extraordinary individuals in pursuit of sport – those who courageously challenge limits and defy expectations through a seamless combination of power and grace. From its humble textile beginnings in Biella, Italy in 1911 to its historic introduction of color on the tennis court in 1973, the brand has always taken pride in creating designs as bold and breathtaking as its wearers. With a philosophy of innovation and a commitment to performance and sophistication, FILA continues to make a statement with styles that are novel in aesthetic and effective in function. Visit www.FILA.com to see the full collection of apparel and footwear
APT.4B was created as a visual installation art pop-up shop in 2013 and officially launched as a brand and concept store in 2015 by owners/creative partners Monique & Moon. APT.4B is an art piece in itself but was created as the vehicle to drive the brand's message and a way to immerse the consumer into the elements that inspire us from street culture.
The APT.4B Concept Shop reflects a 90s era New York City hustler’s apartment to better illustrate where the brand’s ideas & inspiration stem from. It was rooms & scenes like this in the late 80s and throughout the 90s that were the birthplace of street culture. These were the laboratories where music, fashion and the lifestyle were discussed & dissected. The APT.4B brand is aimed at paying homage to an era that spoke to US.
The opening of APT.4B Concept Shop also gave birth to the “APT.4B Window Project” in where the storefront is themed on a quarterly basis in order to tell the story of a particular collaboration and/or a APT.4B product release. The window gives the viewer a more in-depth look at the idea and/or inspiration behind that project.
Kayla ZoletaFILAUnited Stateskzoleta@fila.com929-536-9156