FILA Appoints Palace Skateboards Founder Lev Tanju as Creative Director for New FILA+ Line
In an exciting move for the sportswear and streetwear industry, FILA has announced the appointment of Lev Tanju, the founder of Palace Skateboards, as the creative director of its new branch line FILA+.
Tanju expressed his enthusiasm for the new role, stating, “FILA has a rich and amazing history of more than 100 years. I am shocked by the brand’s huge archives and I love every piece in it.” He also praised the FILA Italian team, saying they are “very sincere and like a family.”
His statement and promotional materials indicate that Tanju is likely to start with FILA’s Archive shoes and clothing, integrating Italian traditional elements as the core design to create a more high-end series.
This strategic appointment is part of a growing trend in the industry, with many brands seeking independent designers and creative individuals from the street to collaborate. For example, Martine Rose was appointed as the first guest creative director of Clarks Originals, Crocs appointed Salehe Bembury as the creative director of the Pollex Pod series, and PUMA hired A$AP Rocky as a partner. This new model of collaboration has been most prominent in sports brands.
The success of such collaborations can be seen through the partnership between Kiko Kostadinov and ASICS. Kostadinov and ASICS have achieved success through a long-term cooperation, creating a new line called “ASICS NOVALIS.”
In this evolving model, the protection of creativity and ideas of the creative directors becomes crucial, with brands needing to allocate more resources and give up more control to ensure the success of these collaborations.
This collaboration model is not new, having originated in Japan with brands like adidas and Yohji Yamamoto creating the Y-3 line. It has also seen success with The North Face and designer Eiichiro Honma, Burton and Hiroshi Fujiwara, and Nike ACG and Errolson Hugh.
While there have been successful cases, some collaborations have not worked out, such as the short-lived tenure of Kerby Jean-Raymond as the creative director of Reebok.
Furthermore, the influence of creative directors is not limited to product design as these individuals are also expected to influence and attract consumers, injecting new vitality into the brand.
Overall, the appointment of Lev Tanju as the creative director of FILA+ signals the increasing influence of independent designers and creative individuals from the street in shaping the future of sportswear and streetwear.