India, Fila collaborates with VegNonVeg for ‘The Masala Box Mindblower’ sneakers

by Apparel Resources News-Desk

19-April-2019  |  3 mins read

Fila India

Italian sportswear brand, Fila, has linked up with India’s first multi-brand sneaker concept store VegNonVeg for a capsule collection.

Dubbed ‘The Masala Box Mindblower’, the sneaker has been inspired by one of the most ubiquitous objects in an Indian household. The design, colours and materials reflect the unique palate and plays on VegNonVeg graphics and brand language.

“The Mindblower has been a successful silhouette for us globally and in India. 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 colours makes it a must-have for all sneaker lovers. The highlight of the shoe is definitely the F Box logos in VegNonVeg colours (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 coloured lace aglets has been included for the wearer to experiment,” averred Abdon Lepcha, Creative Director, FILA India.

Anand Ahuja (Co-founder of VegNonVeg) Celebrity actress Sonam Kapoor Ahuja at the launch of FILA X VNV shoe

Launched on 18th April 2019, the limited edition capsule features only 100 pairs priced at INR 9,999 each, available exclusively at VegNonVeg.

”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,” said Abhineet Singh, Co-owner, VegNonVeg.

The global resurgence of FILA on the back of an explosion in street culture has dovetailed perfectly with its growth in India and the launch of VegNonVeg. Both brands have launched flagship stores in Mumbai and are leading the pack in growing the streetwear community in the domestic market.

“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, MD, Cravatex brands, the Licensee for Fila in India.

Fila x VegNonVeg Masala Box Mindblower sneaker

He further added “Working with VNV we have an opportunity to be a 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 Fila x VegNonVeg Masala Box Mindblower capsule marks the second collaborative project for Fila in India, following the success of its collaboration with NORBLACK NORWHITE last year.

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