The brief was to deliver a suite of illustration designs to the Fila Brand for the a new range of apparel with a focus on youth culture, urban culture, and hip hop.
The brief was to deliver a suite of illustration designs for the a new apparel range with a focus on youth culture, urban culture, and hip hop.
Fila was founded in 1911 in Biella, Italy located in the foothills of the Italian Alps. The Fila brothers’ business started with textile & knitwear. In 2011, Fila celebrated the 100th anniversary of the company. A century after its humble beginnings, Fila has become synonymous with performance and sophistication. Worn not only by internationally recognized athletes, but also the fashion conscious, Fila uses premium fabrics designed to radiate the sophistication of Italian craftsmanship, while allowing maximum flexibility and performance.
At a high level the creative solutions and illustration design needed to be a little bit different to what the Fila brand had traditionally done. Fila approached COG Design as we had a reputation for intimately understanding youth culture and street culture, and the apparel design style in development was something new for Fila and they needed tot rust their designers to come up with something that fit the sub culture in target, but also honoured the equity in the Fila brand.
Our graphic artists use a variety of media to generate unique artworks which are tailored to client brief, tapping into the sometimes unwritten brief which is the consideration of emotion, energy and the groove which is sometimes how we make the best discoveries in illustration design.
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