First Look: FILA x Sanrio Exclusively at Urban Outfitters
The FILA x Sanrio collection featuring global pop icon Hello Kitty and her friends Keroppi, Chococat and Badtz-Maru launched exclusively at Urban Outfitters. The brands' newest campaign highlights a dual-gender assortment donning the signature FILA logo alongside the Sanrio characters. The collection, only available at Urban Outfitters, consists of women's apparel and accessories featuring Hello Kitty, and men's apparel incorporating Hello Kitty, as well as Keroppi, Chococat, and Badtz-Maru in a moto-themed setting.
"Hello Kitty has been a cultural icon for over 40 years," said Colby Black, Urban Outfitter's General Merchandise Manager of Men's. "I have always been intrigued by the wide scope of consumer products that have integrated the story of Hello Kitty into their design aesthetic - from sandals, to coffee, to airplanes, and even microwaves. We were working on a new project with FILA for ComplexCon and just by chance had a phone call with Sanrio the same week. By the end of the conversation, we all agreed that this could be a perfect moment to align UO, FILA, and Sanrio. We are excited to present this one of kind, limited edition collection."
"We are thrilled to add Hello Kitty into the mix for our latest collaboration with Urban Outfitters," said Danny Lieberman, Senior Vice President of Apparel at FILA North America. "We've created an exclusive set of styles that playfully fuse FILA's iconic logo with Sanrio's most beloved characters."
The 8-piece Women's assortment includes a hoodie, long-sleeve tee, short-sleeve tee, polo shirt, shorts and a skirt, as well as a bandana and bucket hat. The Men's collection consists of a short-sleeve tee, long-sleeve tee, pullover sweatshirt, zip jacket and matching joggers, and a mesh jersey shirt. Both the women's and men's pieces have a sporty, whimsical take - with women's styles pulling inspiration from classic tennis silhouettes and men's from motocross gear. Prices range from $20 to $119 USD.
To launch the collection, the brands will host an event at Urban Outfitters' Space 15 Twenty in Los Angeles on November 9th. The event will feature a live performance by Los Angeles-based recording artist, Buddy, who will perform music off of his recently released EP Magnolia. To open the show, there will be a set by DJs and twin sisters SimiHaze. Buddy, Simi, and Haze also serve as the faces of the editorial campaign. Doors open at 7:00 PM PST with show starting at 7:30 PM PST.
The FILA x Sanrio collection launches November 6th in select Urban Outfitters stores in North America and Europe, as well as online at urbanoutfitters.com and urbanoutfitters.eu, and will also live across all UO social and web platforms.
About Urban Outfitters
Urban Outfitters is a lifestyle retailer dedicated to inspiring customers through a unique combination of product, creativity and cultural understanding. Founded in 1970 in a small space across the street from the University of Pennsylvania, Urban Outfitters now operates over 200 stores in the United States, Canada and Europe, offering experiential retail environments and a well-curated mix of women's, men's, accessories and home product assortments. For more information, visit Urban Outfitters at urbanoutfitters.comwww.urbanoutfitters.com.
From its humble beginnings in Biella, Italy in 1911 to its historic introduction of color on the tennis court in the 1970s, FILA has always remained committed to making a statement about individuality, power, and style through product that is both novel in aesthetic and effective in function. While the brand's offerings were originally intended for those defiant of expectations in sport, it was only natural that limit-challengers and subculture creators everywhere would soon recognize FILA as an aspirational beacon. It was the introduction of the Original Tennis shoe in 1984 that catapulted FILA from its reputation as an authentic athletic brand into a genuine lifestyle icon. As the era's most legendary hip-hop artists and fashion players embraced the shoe and the street-savvy apparel collections it inspired, it became clear to all that FILA was synonymous with the courage to create a lasting mark in whatever world you compete. Athlete or not, this was a brand as bold and breakthrough as its wearers-a brand to truly make your own. After 44 years of paving the way in "sport-style", FILA continues to inspire new generations with modern looks crafted from its DNA - a game changing heritage both on and off the court. Visit http://www.FILA.com to see the full collection of apparel and footwear.
Sanrio is the global lifestyle brand best known for pop icon Hello Kitty®, who recently celebrated her 40th Anniversary. Home to many endearing characters including Chococat® My Melody®, Badtz-Maru® and Keroppi®, Sanrio was founded on the 'small gift, big smile®' philosophy - that a small gift can bring happiness and friendship to people of all ages. Since 1960, this philosophy has served as the inspiration for the broad spectrum of unique products and experiences. Today, more than 50,000 Hello Kitty-branded items are available in over 130 countries and upwards of 15,000 U.S. retail locations including department, specialty, national chain stores and over 35 Sanrio boutiques. For more information please visit www.sanrio.com and www.facebook.com/hellokitty.