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New Balance 327
NEW BALANCE 327, AN ON-TREND RETRO DESIGN
NEW BALANCE 327 FOR MEN & WOMEN: ITS DESIGN AND ITS INSPIRATION
New Balance was founded in 1906 by William J. Riley, a shoemaker from Boston who set himself the aim of helping people with foot problems by developing orthopaedic insoles that offered better support at the arch of the foot. The brand became known internationally in the 1960s when it decided to enter the market of running shoes. Trainers such as the New Balance 990 and the New Balance 992 made the name of New Balance shoes and grew popular across the decades thanks to their quality and their comfort.
In 2020, the brand called on Charlotte Lee, a British designer based in Manchester who has worked with the brand since 2014. In her creative process, the designer drew on the brand's archives and took inspiration from 1970s models such as the New Balance 320 and the Super Comp. The New Balance 327 takes up several details such as the asymmetricalmidsole, the V-shaped toe box as well as thestudded outsole.
NEW BALANCE 327 CASABLANCA: AN UNEXPECTED REVELATION
For the launch of the model, the brand with the capital “N” collaborated with the Paris label Casablanca and presented the silhouette at the Autumn/Winter 2020 show of Paris Fashion Week . The luxury brand founded by Charaf Tajer reinvented the New Balance 327 by giving it a retro-chic treatment, taking up elements inspired by tennis clubs. The careful details of the silhouette are worthy of a haute couture house on the Green and Orange iterations, inspired by the Mediterraneanlook so dear to the French-Moroccan designer. Later, the two would carry on their collaboration by offering us the Black, White, Red and Holly Green iterations on the New Balance 327 but also on previously unseen models such as the New Balance 237 and the XC-72.
NEW BALANCE 327: THE RENEWAL OF THE BRAND
The New Balance 327 is the first model specially designed to establish New Balance's new strategy. It consists in reintroducing an archive model of the brand by teaming up with another name, whether a brand, a designer or another label. That is notably the case of the New Balance 550 , which is originally a model designed in 1989 by Steven Smith that failed to win over the basketball shoe market against models such as the Air Jordan 4. You had to wait for 2020 and Teddy Santis, founder of the high-end streetwear shop Aimé Leon Dore , to see the dazzling success of the retro trainer among men and women. The very popular New Balance 2002R is also an archive model from 2010 that the brand decided to relaunch with the Peace Be The Journey and Water Be The Guide collaborations by Salehe Bembury in 2020. The following year, the Boston brand decided to team up with the Chinese footwear designer Yue Wu to create the Refined Future collection, more commonly called Protection Pack.
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