Looks like grey skies ahead with New Balance — and that ain’t a bad omen at all. The sportswear brand celebrates their annual Grey Day, an ode to the brand’s timeless grey colour, with concrete-coloured apparel, a new ‘Moon Daze’ sneaker pack and a Made in USA capsule series that dresses iconic sneakers in shades of grey.
K-pop star and brand ambassador IU gives us more reason to fall in love too, as she’s seen flaunting key styles such as the popular 550 and chunkier 9060 shoe silhouettes, in the following campaign images.
One question remains though — why grey? Those who consider grungy, industrial concrete and asphalt part of their aesthetic wouldn’t even bat an eyelid, though grey, at least in our Japandi- and minimalist-loving side of the world, is usually not as well-embraced. However, there is a reason why New Balance considers grey part of their legacy.
In the late 1970s, the white shoes of urban runners were often ruined and made unsightly thanks to harsh city conditions; as a solution to that, grey suede was introduced to New Balance sports shoes to make them more durable and to fit in with city surroundings. Today, the colour is a symbol of endurance and timeless versatility.
“To New Balance, the colour grey represents a history of innovation and serves as a global symbol of style — it is emblematic of our unique path forward,” said Chris Davis, Chief Marketing Officer & Senior Vice President of Merchandising at New Balance.
To honour Grey Day, New Balance is set to launch several exclusive new products including a premium Made in USA capsule that sees the 990v4, 990v6, 996, and 998 shoes, all manufactured in America, in stunning grey hues.
There’s also an exclusive ‘Moon Daze’ collection ($179 – $239) that imagines what our shoes would look like after walking on the moon. Sleek and grey, we suppose, with subtle signs of distress that would appeal to discerning fans. The series takes on three classic New Balance silhouettes in harmonious hues of grey, navy and slate — in particular, the 550, 580 and 9060 designs.
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The New Balance Grey Day collections, available from 12 May on NewBalance.com, and at New Balance 1906 stores, Limited Edt, Foot Locker and JD Sports online.
Note: only the U990TA4 from the Made in USA collection will be available during the launch; the other models will be available from late June.