From Paris to Tokyo: New Balance Celebrate Global 991v2 Lovers with City Exclusive Pack
The has always had a stellar international reputation. Known for its high-quality craftsmanship, comfort, and whiz-bang running technology, the 991 was the first 99x model born inside New Balance’s iconic Flimby factory, northwest of England. With its proud manufacturing roots, sneakerheads have embraced the model from every corner on Earth. From Silicon Valley’s tech billionaires to Ura-Harajuku’s style vanguard, the widespread embrace of the 991 helped carve out the sneaker style of the new millennium. Of course, brick-and-mortar boutiques were indispensable outposts for sneakerheads, tying the cultural knot between cities and underground communities and serving as a guiding light for all the latest heat and innovation.
With the new City Exclusive pack, New Balance are celebrating the globe-trotting influence of the 991 and the retail partners that helped build and establish what we value as sneaker culture today. Each colourway is created with the essence of Made in UK collaborations from the mid and late 2000s, with yellow for the Asia-Pacific region, red for China, blue for the USA, green for Europe, and pink for Japan. The iterations will drop throughout this month via the boutique retailers starting on August 10, and the China exclusive will be available at NB Grey.
To get into the devilish details of the releases, we brought in partners-in-crime , , and to see how they’re popping the cork for the launch.
atmos
Originally beginning as a tiny IYKYK retail store in the winding backstreets of Ura-Harajuku in Tokyo, atmos has become a global powerhouse. Founded by Hommyo Hidefumi, the style soothsayer previously worked at a textile trading company where he was tasked with producing tees, before starting his very own venture selling vintage clothing and sneakers based out of a junkyard in Harajuku. Prodigious collaborators, atmos now boasts over 30 stores in Japan and international outposts in New York, Seoul, Bangkok, Jakarta and Kuala Lumpur.
Founded just one year before the New Balance 991 launched, the prestigious New Balance line has always remained a focal point for atmos and Creative Director, Hirofumi Kojima. ‘The 991 series, a flagship of Made in UK, has become an indispensable staple in the Japanese sneaker scene,’ he says. ‘Distinctly British, it’s stylish and sophisticated. The model holds its own unique charm that sets it apart from the Made in USA line.’ A coveted series in the hallowed streets of the Ura-Harajuku district, it was the 991 that helped pivot Japanese consumers toward the Made in UK lineup. Up until then, Made in USA manufacturing had dominated the market, thanks largely to the runaway success of the New Balance .
But serving up distinct, regionally-focused footwear to their throngs of fans is not without its challenges, especially in the increasingly globalised sneaker market and the advent of internet shopping. Back around the time of the original New Balance 991 launch, sneaker sleuths would relentlessly track down rare and elusive grails, often travelling to atmos outposts for Japanese-exclusive product. atmos still welcomes these dedicated customers, but it’s become harder to serve up unique models.
‘I recently visited Paris for Fashion Week, and the product lineup was almost identical to Japan's, leaving me with nothing particularly new or desirable,’ says Kojima. It’s the reason why a pack like this is being welcomed with open arms. ‘Releasing region-exclusive colorways like this one is unique and incredibly exciting. It will undoubtedly become a significant shoe that stimulates communities and markets, generating buzz and conversation.’
Casestudy
K-Style has become one of the most significant sartorial exports in recent years. Handed a megaphone thanks to a booming entertainment industry, Seoul has transformed into a sneaker megalopolis. Located in the upscale Gangnam District, Casestudy is a significant player within this new generation of style brokers. The first thing that'll catch your eye when visiting Casestudy is the store itself. Designed by Paris-based III Studio, sneakerheads can browse product on modular wooden shelves against luxurious brushed metal walls, altogether presenting a sleek, minimalist interior characterised by clean lines and open spaces.
‘The goal of Casestudy is to continuously present newness and fun to young customers in South Korea,’ says store buyer Kyle Yongkyu Lee. ‘We hope it becomes a space that can always offer new excitement and become a fashion community that is easy to visit and enjoy.’ The New Balance 99x series has become an important linchpin for South Korea’s new style savants. Extolled for its impeccable manufacturing history, the line is one of the great chameleons of Seoul’s fashion hubs. ‘It’s very rare to find a model that suits every fashion category. From street culture and everyday casual wear to Amekaji (a Japanese term that refers to American casual) and biz casual.’ says Kyle. The 991 specifically has a personal connection to Kyle, who recites the impact it made on him in the early 2000s. ‘The moment I encountered the 991 I recognised its subtle elegance, its luxury and comfort.’
The team at Casestudy will be hoping the new 991v2 will make a similar impact on the next generation of South Korean sneakerheads, particularly with the City Exclusive 991v2 pack landing in stores this month. With the new crop of tech-savvy tastemakers emerging from South Korea, the 991v2’s reception in the capital city will no doubt carry significant weight in the region and far, far beyond.
NB Grey
NB Grey is a concept store that celebrates the inimitable heritage of New Balance. The store will play host to the red edition of the City Exclusive Pack for the Greater China region on August 21.
Social Status
Part of The Whitaker Group’s empire, Social Status are known for delivering an elevated retail experience, packed with premium brands. Originally hailing from Charlotte, NC, where they opened their doors in 2005, Social Status now holds multiple locations across the USA, including their Baltimore store, which opened just last year. The retailer’s most unique setup yet, the Baltimore-based store manages to blend Social Status’s modern and clean aesthetic with the nitty-gritty of Baltimore city – making it the perfect place to play host to the silhouette in question.
'The story aligns to the approach from all participating partners in highlighting a key city, our contribution being the city of Baltimore and its community of creatives,' The Whitaker Group explain. 'Through the people, places, and spaces that form the city’s future and reflect its history, they help highlight the heritage and legacy component which is so crucial to the 991v2’s place in sneaker culture. Baltimore has a long history of connection to New Balance. From a cultural perspective, the brand means a lot to the DMV as a whole – so this moment serves to celebrate the connection between the community, our space’s service mandate to the city, and the brand.'
Social Status plan to continue giving back to Baltimore’s community of New Balance fans through an in-store event taking place alongside the unveiling on August 16. A second event will then follow on August 17 as part of Social Status’s beSocial program, which will focus on engaging new teachers as the school year begins in the city, as well as providing workshops for Baltimore’s youth. All registration links will be available on and via the Social Status social media.
Starcow
Located in the Les Halles district, known as the ‘Belly of Paris,’ Starcow has been feeding Parisians skate and hip hop culture since the early 2000s. Evolving from cult favourite Justcow store in the 95th district, the team embarked on a mission to find and stock rare products and sneakers not distributed in France – a challenging task during the nascent years of the world wide web. Exposing an entire generation to elusive, far-flung items, Starcow is now prized lifestyle livestock among its Parisian and international peers – a reputation New Balance is paying homage to with the City Exclusives pack. ‘We’re really thrilled that New Balance approached us for the project,’ says Digital Manager Mathieu Vilasco. ‘It's important for independent stores to have moments with brands we consider close partners from the beginning. It’s an amazing opportunity to celebrate our passion and connect more with our community and customers.’
Throwing open their doors in the same era the New Balance 991 launched, the Made in UK line has always been an important silhouette for the footwear farmers at Starcrow. The 991 is especially resonant for the crew now, given the striking Y2K resurgence and the new arrival of the 991v2. ‘The 991 was a hit for sneaker enthusiasts back in the day, and New Balance always kept the good combination of craft and colour combinations. Sometimes they were classic, and sometimes more pushy – it kept the head turning. When we launched the 991v2, we had such a cool activation outlining the exceptional craftsmanship from Flimby. We were clearly excited with the sole reboot – the new shape is amazing.’
With the Parisian stomach rumbling for the upcoming 991v2 launch, it’s only fitting Starcow would throw a launch party for the French footwear gourmand, with goodies including sweets, tees and toys. They’ve also planned some tongue-in-cheek allusions to the ‘Froggy’ nickname their UK peers use for them. Bon appétit, grenouilles!
Up There
Our neighbours over at Up There have been on a strong run of late. Linking up with New Balance for the recent two-part instalment of the 2002R ‘Backyard Legends’, the folks at the Melbourne boutique are adding plenty of gas to our sneaker storytelling Down Under. Throwing open their doors in 2010, Up There was founded by like minded mates Jason Paparoulas, James Barrett and Brendan Mitchell. They’ve become known for their active involvement in the local community and of course, they’ve already got something epic planned for the New Balance 991v2 City Exclusives launch.
‘The projects we’ve been able to work with New Balance on have given us a chance to shine some light on, and give back to, our community who have supported us so much over the years,’ says James Barrett. ‘Our aim is to create memories through each shoe we collaborate on and release. Whether it’s through the content and storytelling, an "AUS" on the tongue and/or a release party, it has to be about much more than just the sell-through of the shoes.’
Melbourne is a hub known for its dynamic art scene and diverse population, so it’s no surprise that the sneaker retail scene is chock-a-block full of heat. But Up There has been widely embraced by Melbourne’s style savants, and the founders are welcoming retail neighbours as a motivation to keep them fleet-footed in their footwear. It’s part of the reason why they’ve shifted operations to Flinders Lane, the city’s ‘laneway HQ’ and home to some of the best shopping in the state.
‘Our new store solved a lot of the things that had been making life difficult. We needed more space to display more product, have a more comfortable shopping experience, a unique and exciting space and plenty of room for events. We managed to tick all of those boxes. The ongoing challenge for us is staying unique in our product offering and brand selection,’ says Barrett.
Arriving in this month, the City Exclusive pack has once again sparked nostalgia among the team at the Melbourne boutique, reminding them of the days when they lit up sneaker forums and scoured the globe for connections to secure specific releases from specific stores.
‘In this day of age where everything is so accessible, the new age sneaker collectors rarely get to experience the thrill of the chase,’ says Barrett. ‘Creating this sort of excitement for the sneaker community brings life to everyone involved, which is really important in this digital age.’
And how is the Aussie New Balance fan club reacting to the 991v2? ‘They’ve been flying since day dot! There’s always scepticism when a brand reworks a classic silhouette, but the 991v2 was done perfectly.’