AURALEE and New Balance unveiled their latest collaboration, the “AURALEE × New Balance MADE in USA 990v4,” during Paris Men’s Fashion Week. This launch marks a significant milestone as it introduces the first MADE in USA series by AURALEE in their ongoing partnership with New Balance since 2019. The new design is a refined take on the iconic New Balance 990 series, showcasing a blend of Japanese and American craftsmanship tailored to the tastes of contemporary urbanites.
SNEAKERS
This iteration of the 990v4 comes with an updated choice of materials, colors, and detailing, featuring a premium mix of nubuck, mesh, and suede. This blend achieves a classic yet elegant appearance, enriched by a nuanced tonal color scheme that includes a taupe base accented with dusty blue and a splash of lime green in different variations, adding vibrancy to its minimalistic design. The attention to detail extends to the packaging, with a custom shoe box that complements the sneakers, emphasizing the exclusivity of the collaboration.
Originally launched in 1982, the New Balance 990 was heralded as the apex of running shoe design, combining understated style with premium performance. Over the decades, the 990 has retained its status as a symbol of quality and refined taste, evolving with updates that respect its heritage while embracing modern aesthetics. The MADE in USA 990v4, first introduced in 2016, continues this tradition by refining the design to suit contemporary sensibilities without straying from its roots.
AURALEE, founded by Ryota Iwai, is known for its commitment to authenticity, clarity of design, and sensitive sophistication. Each collection begins with meticulous research into high-quality raw materials and yarns, culminating in unique fabrics that define the brand’s distinctive character.
New Balance, remains an independent brand dedicated to empowering individuals through sport and craftsmanship. With a commitment to domestic manufacturing, New Balance maintains a significant portion of its production in the USA, ensuring a high domestic value in its products and supporting local communities. As of 2023, New Balance reported impressive global sales, reinforcing its position as a leader in athletic footwear.
The “AURALEE × New Balance MADE in USA 990v4” is set to hit select stores worldwide on December 13, 2024. This collaboration not only celebrates the merging of two cultures and craft traditions but also sets a new benchmark for what is possible in the intersection of fashion and functionality in the footwear industry.
