Store Blog

990V1 MADE IN THE USA - GREY/WHITE

The 990’s original designers were tasked with creating the single best running shoe on the market. After four years of research and development, the finished product more than lived up to its billing. When it hit shelves for the first time in 1982 the 990 sported an elegantly understated grey colorway, and a then unheard of three-figure price tag.

 

 For avid runners and ahead of the curve tastemakers alike, the 990 was a mark of quality and superior taste. There have been updates to the design since ’82, and more colour options, but the 990’s aspirational status symbol aura has never changed. Simply put, the 990 is the shoe so good, that they've never stopped making it.

 This may not be the “on trend” 990 right now but it is without question the most important. First pig suede upper, first grey NB, first use of 3M reflective, first moulded C/R component, first dual density midsole... the list goes on. It also boasted a new Vibram compound and famously retailed at twice the price of any other competitor model (then unheard of three-figure price tag).

New Balance Grey Day 2022

For this year’s annual “Grey Day” celebrations, New Balance pays tribute to the signature colourway the brand is known for and we have a duo of tonal heritage models. The now available “Grey Day” pack includes the 327 and XC-72 silhouettes which are introduced under the campaign moniker “Worn by anyone,” highlighting the versatility and forward-thinking nature of the sneakers.
Leading the collection is the New Balance 327, which was first popularized in 2020 via Charaf Tajer’s Casablanca collaboration. The sneakers arrive in mesh and suede uppers with an oversized metallic silver “N” logo running across the laterals. A widened white geometric midsole and black traction outsoles complete the pairs.
Rounding out the collection is the rugged XC-72 silhouette which draws inspiration from the world racing and concept cars from the ’70s. The streamlined design incorporates a heavily texturized outsole that extends over the mudguard and tire-like overlays across the heel counter.
The two silhouettes feature bright green insoles that indicate their involvement in New Balance’s newly established Green Leaf Standard. The initiative highlights the use of environmentally preferred materials with uppers featuring more than 50 percent recycled or organic materials.
“The goal was to represent the full spectrum of warm and cool greys while incorporating some more sustainable materials,” said NB product manager, Paul Kaseumsouk in a statement. “They’re inspired by the past but not bound by its limitations.”

EDITORIAL SS21

For this season's editorial photoshoot, we trekked over to Christie Pits Park on a weekday afternoon. Normally full of people enjoying a nice Spring day, due to the forced lockdown, the park was quieter than normal. Baseball diamonds team-less. Pools water-less. And benches conversation-less. That being said, we wanted to capture some laidback looks that Spring/Summer garbs usually conjure up. Shot by our good friend Jamie Lahtinen. Modelled by Rashaun and Shad.

 
 
Right