Drip-feeding its way into practicality and global consciousness with FILA deal

Proudly South African brand Drip keeps growing from strength to strength, and its latest collaboration, with Italian brand FILA, is testament thereto.

The range of streetwear follows the brand's collaboration with rapper Cassper Nyovest's Root of Fame sneaker earlier this year. 

“When I met Cassper we were at store number five and we've since grown as a brand. One of the most important things about collaborations is that they legitimise your brand and help you grow,” Drip founder Lekau Sehoana told TshisaLIVE. 

With FILA, the company has created three fashion drops that were produced, designed and inspired by Drip's signature bold designs, with FILA's dedication to sport.

Lekau said the brand was looking to become more practical and the sneaker would broaden its reach.

“In the shoe industry, you're either a lifestyle, sports performance or athleisure brand. Drip now aims to be a performance and beauty brand that is functional. 

“It's all about having presence ... Drip has never had a high-top, a basketball sneaker or a fashion brand. I chose the silhouette from FILA's shoe library. I liked the shape and the name.

“South Africans want to match and throughout the year we've been trying to understand where we're positioning ourselves. We didn't want to rush, we planned.” 

Lekau added that he wanted to centre the Drip shoe brand in sneaker culture. 

“At Drip we are always looking at inventing with our brand to make the future a reality, an ethos shared at FILA. Through our enthusiasm for collaboration, we have created this range with the amazing team at FILA and we’re thrilled to introduce three fashion drops to trendsetters across the country.”  

Drop one of the FILAxDrip limited-edition collection retails at between R399 and R2,199. It is exclusively available on FILA's website and at selected Drip and Shesha stores from Friday.