Fila Gold

Fila Gold Brand Profile|

Fila Gold represents the high end, luxury apparel of the casual lifestyle. During the 1980’s modern culture was dominated by excess, wealth and power and this is reflected within Fila Gold. If you think of Fila Vintage as your casual day wear which, you’d sport down the pub or on the terraces then Fila Gold is the offshoot from that which, would be worn in a ‘smarter’ more formal context. In essence, Gold is what Fila were heading towards during the 80’s through the casual ethos of an elitist attitude with a working class background rooted in sporting glory.

Fila Gold is also reminiscent of the 60’s mod style as it utilises clean lines, excellent tailoring and luxurious fabrics which, like the casual subculture, is an extremely British phenomenon. An aspiration to better ones self through clothes, music, sport and social activities has always been a rich part of our history and Fila Gold represents this attitude to a tee.

Fila Gold has also cemented its place in modern casual culture through the 2005 film ‘The Business’ starring Danny Dyer. The upwardly mobile, can do attitude of the era mirrored against heavy excess was portrayed brilliantly by Dyer and he has subsequently gone on to become a symbol for the brand. He has appeared in many of Fila Gold’s advertisement campaigns and the Fila four stripe track top sold out in days after he was spotted wearing it on the box.

So, to sum up Fila Gold you would have to say... its luxury casual for the smarter chap!