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New Balance x Joe Freshgoods
Round of applause please for the newly launched New Balance x Joe Freshgoods Made in USA 993, which lays claim to being the best trainer collaboration of the season.Until relatively recent times, New Balance were renowned as the preferred choice of sneaker for American dads to rock on their day off. This reputation was built on a solid foundation of unbeatable comfort, gold standard built quality and… their trademark grey on grey colour scheme that goes with everything.
However, a decade ago few would have forseen New Balance morphing into the crep of choice for the style concious fashionistas of the word. This transformation has come about in no small part to a conscious move by the brand into designer collaborations and more bold colour ways. Recent partners include Stone Island and Versace’s trainer officianado Salehe Bembury.
Thankfully, their most popular models remain their chunky retro runners on which their reputation was forged such as the 990, 2002R and this beauty; the 993. They’ve also continued to champion UK and US based production on numerous models, so whilst you may pay a bit more you’ll be safe in the knowledge that you’re making a more ethical choice tin comparison to many of its competitors.
Joe Freshgoods is a Chicago based designer and creative who is known for his artistic and colourful creations. He has collaborated with a host of super brands over the years including McDonald’s, Nike and Spotify. His previous partnerships with New Balance have proved sell-out popular, revolving mainly around the classic 550 and 990 models.
This latest release is arguably their finest collaborative effort to date. There are three vibrant unisex pastel options - baby blue, pink and green (or “Magarita” in trainer language). All three are teamed with vintage rose accents and laces. It’s a refreshing take on a legendary, but sometimes sober, shoe.
If, like me, you fancy adding a pair of these beauties to your rotation then be sure to act quick, as previous history suggests that these won’t stay on the (largely virtual) shelves for long. Set your alarm for 9.00 am Friday 21st October, get on and get that index finger prepped on the refresh symbol. There will also be a select offering at New Balance’s flagship London store on Oxford Street on the same date.