New Balance’s celebration of its annual “Grey Day” sees a bespoke “Moon Daze” collection and MADE in USA capsule colour seven iconic silhouettes in an assortment of greys.
While most know New Balance shoes for their association with gorp-core and norm-core, its legacy as the lifestyle shoe to weather life with goes a little further back in history and has to do with its special connection with the colour grey.
In the late 1970s, grey was adopted as the solution for urban runners whose white shoes were always often quickly worn out in unforgiving city conditions. So when New Balance added grey suede to its shoes, the new outfit not only matched the asphalt’s colour but also helped reinforce the shoe’s durability, making it fit more seamlessly into the lifestyles of its wearers. Countless iterations of more grey products later continue to marry performance and style.
As part of the “Grey Day” celebration, New Balance is launching a bespoke “Moon Daze” collection with the classic silhouettes of the 550, 580 and 9060 refashioned in a lunar theme. Various hues of grey are stylishly put together and worn by brand ambassador and singer-songwriter IU in a campaign featuring the new shoes in a set resembling the moon’s rocky surface.
The celebratory spirit also transforms pieces from the MADE in USA collection with multiple shades of grey, representing the purest expression of their “fearlessly independent” ethos. Shoes with the MADE in USA symbol are designed without compromise and constructed with authentic American craftsmanship for over 75 years, containing a domestic value of 70% or more.
An accompanying line of essentials like T-shirts, sweatshirts and pants, shorts and dresses will also be available in the universally flattering grey.
“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. “Grey Day is a moment for the brand to declare our unwavering position at the intersection of performance and style, and celebrate the design innovation that continues to propel us into the future.”
The Grey Day collections will be available online and in New Balance 1906 stores, Limited Edt, Foot Locker and JD starting 12 May. Once you are done with this story, catch up with the rest of our May 2023 issue here.
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