New Balance is proving it knows how to make great use of its heritage. The new Made in USA collection focuses on craftsmanship, muted colours and the iconic 99X series shoes of yesteryear. The collection is complemented by clothing. Maintained in a minimalist style, they refer to the aesthetics of the last decade of the 20th century.
When, in 1982, the world was enthralled by the futuristic visions of Ridley Scott’s Blade Runner and Steven Spielberg’s warm look at the friendship between a boy and an alien in E.T., a different story was being born in Boston – one that was less cinematic but just as iconic. New Balance launched the 990, the first running shoe priced at $100. At the time, it was an almost shocking amount, but at the same time a clear signal: the brand was not going to compromise. Quality, technology and craftsmanship were to be the foundation, and the price was to reflect the ambition to create the best athletic footwear in the world.
From this philosophy, the entire 99X series was born – a line that set the standard in the sneaker world for decades to come. In the 1990s, the 997 model appeared, which combined functionality with aesthetics thanks to innovative midsole moulding technology. It became a favourite of those who valued comfort and minimalism – from pop culture icons to technology pioneers. Today, the 997 returns in the Made in USA collection in the shade ‘dried apricot’, inspired by the autumn colours of New England. It’s a colour that not only evokes images of falling leaves, but also highlights the brand’s connection to its roots on the US East Coast.
Made in USA combines tradition with modernity. The collection is created in factories in Maine and Massachusetts, where handmade craftsmanship meets technology. Every detail – from the choice of materials to the way they are sewn – is refined to ensure that the shoes are not only fashionable, but above all durable. At a time when fashion is often disposable, New Balance offers something completely different: products that are meant to accompany you for years and fit naturally into your everyday style. This is why the brand relies on timeless design rather than fads. This is the approach we value most in our editorial team!
The garments complementing the Made in USA collection follow the same path. Soft knits, neutral colours and subtle details mean that the garments can be worn both casually and in more refined combinations. Sweatshirts, hoodies or sweatpants in shades of cream, brown and green do not impose themselves in form – they are like a backdrop that allows our personality to shine through. This is fashion that doesn’t shout, but builds an atmosphere. For New Balance fans, this will be a pleasing atmosphere of nostalgia.
Products from the New Balance Made in USA collection are available at newbalance.co.uk.
source: press materials, editorial
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