Concepts has had a ridiculously long-running history of dope collaborations with Boston-based brand New Balance. Take the duo’s 2014 “Rosé” release for instance – a bold color, premium materials, and keen detailing made the sneaker an instant New Balance classic – if that wasn’t enough, the next year saw a similar release in the “Luxury Goods” collaboration which solidified Concepts’ place in New Balance’s repertoire of collaborators. Both of the aforementioned projects were done up in New Balance’s sleek and fashionable 997 sneaker, but with Concepts’ latest New Balance release, it looks like they’re taking it over to the more technical side in the form of a New Balance 990v2.

Dubbed the “Tyrian” colorway, Concepts and New Balance are continuing their legacy of collaborations with extremely bold colors, as a luxurious purple suede runs throughout the upper of the sneaker. On the heel and “N” logo, detail aficionados will be pleased to find metallic accents, while a special box, Concepts branded lace aglets, inserts and a thematic tortoiseshell lace lock round out the premium details.

With New Balance and sneakers in general, purple is an extremely scarce colorway – and combined with the fact that this is a limited collaboration, you can be sure that this will be a timeless piece for years to come.

The Concepts x New Balance 990v2 “Tyrian” is set to release March 10 for a retail price of $220 USD on Concepts’ official site, and Concepts locations.

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Words by Marcus Cho
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