- Fresh off the wildly successful collaboration with NORBLACK NORWHITE, FILA India has announced a new collaboration with India’s first multi-brand sneaker concept, VegNonVeg. Both brands have launched flagship stores in Mumbai and are leading the pack in growing the streetwear community.
The limited edition Masala Box Mindblower sneaker has been inspired by one of the most ubiquitous objects in an Indian household. The design, colours and materials all reflect the unique palatte and play on VegNonVeg graphics and brand language.
“When I met Anand, Abhineet and Emilia it was not a question of whether to collaborate but when and what silhouette to choose,” said Rohan Batra, the MD of Cravatex brands, the Licensee for FILA in India. “Working with VNV we have an opportunity to be 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 Mindblower has been a successful silhouette for us globally and in India. Working with the VNV team to interpret and design the Mindblower into a collab shoe has been an exciting journey for us. 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 colors makes it a must-have for all sneaker lovers. The highlight of the shoe is definitely the F-Box logos in VegNonVeg colors (green & red) at the back counter and on the tongue of the shoe where it is used alternatively to represent Veg & NonVeg. An additional lace with double colored lace aglets has been included for the wearer to experiment.” Abdon Lepcha, Creative Director, FILA India
”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. The FILA collaboration is an important moment in the VegNonVeg journey, a first for us and an exciting opportunity to tell our story as an Indian sneaker store and apparel brand at a global scale.” Abhineet Singh, Co-owner VegNonVeg.
Launching in April 2019, only 100 pairs will be up for grabs at VegNonVeg and will be priced at 9,999 INR.
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Over the last century, FILA has been there for iconic moments, accompanying extraordinary individuals in pursuit of true 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 colour on the tennis court in 1973, the brand has always taken pride in creating designs as bold and breath-taking as those wearing it. With a philosophy of innovation and a commitment to performance and sophistication, FILA continues to make a statement with styles that are novel in esthetic and effective in function.
VegNonVeg is India’s first multi-brand sneaker store and apparel brand, based in Delhi. Sneakers have always been more than just shoes to us. They have a culture of their own. Those in the know understand how influential sneakers have been in art, music and fashion. VegNonVeg is in search of its own sneaker culture. Over time, we are committed to developing India’s own story of sneaker and street culture. The VegNonVeg store will be more than just a retail space. It will be a venue for music, a studio for art, a room for debate and a place to party. VegNonVeg carries a heavily curated selection of all kinds of sneakers ranging from classic and heritage models to their modern tech-infused counterparts, and limited edition or hard to find collaborations across brands. We provide customers with the unique opportunity to shop multiple brands under one roof. We also plan on having a curated selection of music on vinyl, books, art and apparel for sale.