Hey creative! What’s that … a New Balance?
Aimé Leon Dore, Bodega, Salehe Bembury, Joe Freshgoods, JJJJound, Kith, Paperboy, etc. If you have heard any of these names, you know what I am about to say.
New Balance is the new cool, not for the hype reasons but for the right ones. They check the boxes of quality, creativity, quantity, and a pinch of hype. NB people know what they are doing, they get the most innovative collaborations going and the results are just splendid.
Paperboy is a restaurant on a busy street in Paris. 4.3/5 rating on Google review and 557 comments, that’s pretty average. Imagine a shoe company approaching them for a collaboration, pushing boundaries, and breaking barriers of the traditional approch. That’s what NB did, now Paperboy is a lifestyle brand with their own apparel and signature NB 992.
It makes me rethink what sneaker culture is, how ‘sneakers’ can change the ‘culture’. I got into sneakers for the fascination of hype but I can’t end up being a hypebeast, it’s not creative, it's like living in a box.
