The campaign is the first of four globally spanning lookbooks (London is below, and forthcoming are Paris, Tokyo and New York) according to New Balance, and each lookbook will be linked back to Flimby. The first lookbook for S119 can be viewed in full above, supplemented by select images shot in London's Soho district below.
Highsnobiety spoke to Joe Connolly, New Balance UK’s European lifestyle marketing manager, about the importance of incorporating the brand’s Flimby manufacturing facility in the lookbooks.
He noted, “In a landscape where sneaker culture has become so fast moving, our made-in-UK offerings from Flimby have remained timeless, and that’s something we are immensely proud of. Over the years, Flimby has built a cult following in all corners of the globe and the community of people who appreciate Flimby, and the product made there remains as fiercely partisan as any football crowd."
Adding on, Connolly mentioned "With this, and future campaigns, we hope to do the skilled men and women who work so hard at Flimby justice by showcasing how their product is worn and revered around the world.”
New Balance’s Made in UK collection is available at select retailers globally. The first collection comprises a number of the brand’s most popular silhouettes, including several new iterations of the 1500.
Check out the debut collection above and look out for more seasonal releases from New Balance going forward.
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