Cool Hunting
For decades Filofax has been a name synonymous with personal organizers and widely imitated worldwide. Until very recently, Filofax was also known to be pretty conservative—both styles and their product range never seemed to differ significantly from the first specimen produced in the 1920s. But with 2007, a revolution has arrived.
Not only did Filofax recently launch a friendly website named It's a Way Of Life to help people schedule in enough "Me-Time" (you can also do things like feed the ducks and define your entertainment priorities on the site), but it has also released a new stylish catalogue filled with modern line drawings.
But the real news is the renovation of the traditional organizers. Keeping the practical refill system untouched, the new Filofax organizers (for now only available in Europe) bloom with bright colours and floral patterns. The Gharani Strôk Filofax Organiser, a limited edition for 2007, is the queen bee of this floral kingdom, featuring a striking floral print taken from vintage Hawaiian fabric. Launched at last year's London Fashion Week, each of the 500 copies are signed by the successful British high-end design duo. The great attention to details include a soft leather exterior, a supple suede-like lining, pages decorated with personal sketches from Gharani Strôk's Spring/Summer 2007 collection, their list of favorite fashion hangouts in the world's style capitals and the Filofax traditional London tube map (standard in all Filofax). The organizer comes in a gift box with a fabric wrap and can be purchased for £125 from Filofax UK.
by Tacita Vero
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