Brand Spotlight: New Balance
From icon status to street style star, New Balance has cemented itself as the coolest yet most accessible brand around.
New Balance is truly a pillar standing against the fast-changing and loud nature of the hype culture. The brand has always been a big name within the market, yet instead of trendy designs, known for the constant improvement of quality and innovation for activewear lovers. But you might have seen, that the New Balance name is all over the news and social media recently. Multiple collaborations and new releases of classic collections are reigning over the market and absolutely hyping us up.
New Balance was founded by William J. Riley in 1906, with the motivation of redefining the “balance” of active shoes. Riley came up with the new arch support technique through his observation of how chickens balance themselves with their three-toed feet. The result was the three prongs arch support features as we know of New Balance today. It only started off with local production, mail orders and reputation over word of mouth. The first recognisable design was the Tracksters, used widely among college track teams at the time. But it was not until the 70s that the brand officially had its today’s well-known “N” logo on its designs. Since then sales bloomed and New Balance expanded its business as well as designs over different categories of activewear.
In 2022, the brand entered a new era of trendiness and stylishness. While the high-quality craftsmanship and the comfort fundamental have not declined or been compromised, the brand has been working closely with many celebrities to present the excellent and hype-worthy rebirth of many classic silhouettes.
Take Aimé Leon Dore’s collaboration as an example, with just subtle changes in colour schemes, tongue and logo designs, the 550 has become one of the most popular retro revivals. You would see 550 rocking the street after its return as it is such a versatile staple. Originally introduced as basketball shoes, the low-top silhouette has come back as an iconic streetwear must-have since 2020.
Last year, we have also witnessed the revival of the 2010s silhouette 2002, under the name 2002R. New Balance seized the opportunity of the “Dad shoes” aesthetic and pushed forward to bring back the once premium quality but underrated design. 2002R is a bridge connecting retro and modern lifestyle shoes. The distressed details are well-loved today and have caught attention through many famous collaborations. The chunky design fits so well with the recent trendy aesthetics.
Stay tuned for New Balance has many new releases coming very soon. And in the meantime, explore some of Monde’s favourite items below!