From Champion to Fila – why retro brands are here to stay thanks to streetwear movement

Analysts from Wells Fargo warned in July that demand for heritage sports brands, such as Champion and Fila, was dying. But on the same day, old school Italian tennis brand Sergio Tacchini proved otherwise by announcing the high-profile appointment of a new creative director, New York designer and co-founder of label Public School, Dao-Yi Chow.

“Maybe [the trend] is not as hot as it was three seasons ago, but streetwear isn’t just a trend any more, it’s a category that’s here to stay. These old…

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