Why the Concepts x New Balance 998 ‘C-Note’ Is Still Cold. Hard. Cash
@arab_lincoln
Ten years after its original drop, the x ‘C-Note’ is still money. Widely regarded as one of the greatest New Balance 998 collaborations ever, the colourway was famously inspired by the new US one-hundred-dollar bill (which was issued to the public on October 8, 2013). To celebrate the retro this week, we caught up with Concepts’ Creative Director, Deon Point, to take look inside the bag.
What’s the first thing that comes to your mind when you look back at the ‘C-Note’?
I'd be remiss not to mention Rhett Richardson. Working alongside him, we've been able to create magic several times over those years. Our New Balance line really took off during that period – a few collaborations will forever remain unmatched in my eyes.
As far as the design itself, I’m always drawn to the yellowed outsoles, which at that time was fairly unique.
Take us back to the moment of its conception.
At this point, we had experienced tremendous success with New Balance projects (which in a way works against you when trying to create something new). We worked on the ‘C-Note’ simultaneously alongside the 998 ‘Mint’. The money theme stretched across both, but we needed to have distance between them. Knowing the new $100 bill was being discussed, it made sense to prioritise the transition from old to new.
Ironically, things worked in our favour, as we were able to launch the ‘C-Note’ the same month the new bill was introduced into circulation.
The New Balance 998 is 30 this year! Describe your personal relationship with the model. Where does it sit among your all-time favourite New Balance silhouettes?
I actually owe a lot to the DMV. I’ve had quite a few New Balance silhouettes growing up, but the 998 model was a bit out of reach, so my appreciation developed during the design process. Even with such a vast catalogue, the 998 will forever remain in my top five.
Talk us through some of the subtle changes with the retro.
To preface, we typically avoid retro’ing anything. However, there are certain instances where it’s warranted and deserves to be introduced to the next wave. With that in mind, we wanted to mirror the OG as close as possible. There’s always challenges with materials, colours, and even shape that requires compromise. Being an avid collector myself, I prefer some differentiation.
Through working with the team here and the New Balance designers, I feel like this version should appeal to the newfound loyalist while still ensuring the purist is equally excited.
Can you give us your sneaker predictions for 2024?
Our positioning will favour the unexpected. As a genuine fan of footwear, I am placing my faith that brands will approach the market with a similar perspective.
Finally, do you still carry cash?
Not as much as I used to… I'm married now. Jokes aside, that was something we wanted to extend through the campaign of the 2023 release. Money is universal. Everyone understands the design elements and how we arrived at the final product. It’s not that deep, nor will trigger anything profound in the translation of colour and design over to a concept.
But the campaign gives us the room to talk about something bigger and highlight the people and their independent businesses in Boston. The people that work tirelessly every day to support their families and make their communities what they are.
I for one, Tarek, the owner and CEO of Concepts, and most of our friends and family always go to Santarpio’s in East Boston. Including them in the campaign video was a must for us in talking the money, the exchange, and giving it some life.
The C-Note is dropping on October 5, head for all the release info.