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Fila

From small northern Italian town beginnings, over 100 years ago, Fila has evolved into one of the world’s most relied-upon sports lifestyle brands. Its legacy of style earns admiration to this day. Whether you perform for the challenge of adventure, the rigour of competition, or the pleasure of an active life, Fila understands that the beauty of sport is that of a life in motion.

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Fila

The Fila brand started in 1911 in Biella, a small town in the foothills of northern Italy, when two brothers sharing the surname Fila, founded a textiles manufacturer designed to provide for locals. The company’s growth and expansion of the Fila brand has, over the years, continually transformed, driven by an evolution of their philosophy, allowing them to grow to the leading global designer of high-end sportswear it is today. The quality of Fila’s garments were soon recognised leading to Fila becoming popular throughout Italy.

By the 1970s Fila was a recognised sportswear brand that would move into the world of tennis in order to assert its dominance on the global stage. The White Line collection was established in 1973, with the collection’s name was poking fun at tennis’ pomp and ceremony in their refusal to deviate from the traditional white kit. The collection continued to respect the sport’s conclusions on what a uniform should be, but managed to add its own irreverent details which popularised not only the brand but sport of tennis, fronted by a Fila-clad Björn Borg. Fila’s alternative approach reimagined sportswear design in the 1970s, with bold colours and eye-catching design.

Since, Fila has enjoyed status as the go-to for British football casuals, who prided themselves on appearing smart and clean, with a focus on European design. With the remake of football hooligan The Firm, Fila has enjoyed a revival in European countries, and among those inspired by the aesthetic of football violence. Over a hundred years on from its rural early development, Fila continues to not only survive but actually thrive as a relevant brand. Generations apart appreciate the level of design, the brand’s colour and elegance, and its place in the culture of men’s fashion.

Our range of Fila styles are carefully chosen to represent style and elegance across footwear, clothing, and accessories. Our styles include the Venom sneaker by Fila, and the wildly popular Fila Disruptor, spearheading the chunky dad sneaker trend.


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General Pants Co. exists to disrupt the average and bring together the best global trends and fashion to inspire young-blooded individuals.



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