One-up your dad with New Balance’s re-designed 990 V5


New Balance is back this May with an updated version “V5” of their infamous ‘990’ silhouette.

Originating in 1982, the New Balance 990 is the epitome of a cross between dad style and street, a style recently popularised in street-wear culture.

This style is perfectly encapsulated in the campaign for their newest design, a series of minimal, single-line advertisements that celebrate the success of the 990 meeting at the crossroad of comfy, and stylish “Worn by supermodels in London, and dads in Ohio”.

Perhaps the best feature of the shoe’s 5 remake is the modernisation of the American flag on the tongue, which is now reflective from any angle and celebrates the Boston based brands production of their sneakers in the U.S.A for the past 75 years.

The metallic detail added by the flag is paired with a new metallic silver ‘power-strap’ towards the heel of the shoe and is accompanied by slight changes to the paneling on the midsole of the shoe.

The silhouette is flawlessly finished with Ortholite insoles, which perfectly re-connect the new design to its paternal origins.

Available in women’s sizing from US5-9 and men’s sizes coming soon, one-up your dad and add the New Balance 990v5 to your Autumn/Winter wardrobe for the perfect mix between cozy and stylish.

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