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New Balance 327



NEW BALANCE 327, A TRENDY RETRO DESIGN

NEW BALANCE 327 FOR MEN & WOMEN: ITS DESIGN AND INSPIRATION

New Balancewas founded in1906byWilliam J. Rileya shoemaker fromBostonwho set out to help people with foot problems by developing orthopaedic insolesThe brand became internationally known in the 1960s when it decided to integrate the The brand became internationally known in the 1960s when it decided to enter the footwear market. running shoes. Trainers such as the New Balance 990 and the New Balance 992 sneakers made the name New Balance and became popular through the decades thanks to their quality and comfort.

In 2020, the manufacturer called on Charlotte Lee, a Manchester-based British designer who has been working with the brand since 2014. During her design process, the designer has drawn on the brand's archives and taken inspiration from 1970s models such as the New Balance 320 and the Super Comp. The New Balance 327 takes onseveral details such as the asymmetric midsole, the V-shaped toe-box and thestudded outsole.

NEW BALANCE 327 CASABLANCA: AN UNEXPECTED REVELATION

For the launch of the model, the brand with the capital "N" collaborates with the Parisian label Casablanca and presents the silhouette during the Fall/Winter 2020 show at Paris Fashion Week. The luxury brand founded by Charaf Tajer reinvents the New Balance 327 with a retro-chicentreatment featuring Tennis Club inspired elements. The meticulous detailing of the silhouette is worthy of a haute couture house on the iterations Green and Orangeinspired Mediterranean aesthetic, very dear to the French-Moroccan designer. Later, the two entities will continue their collaboration by offering us the iterations Black, White, Red and Holly Green on the New Balance 327 but also on new models such as the New Balance 237 and the XC-72.

NEW BALANCE 327 : THE REVIVAL OF THE EQUIPMENT MANUFACTURER

The New Balance 327 is the first model specifically designed to establish the new strategy of New Balance. It consists in reintroducing an archival model of the brand by associating with another entity, be it a brand, a designer or another label. This is notably the case of the New Balance 550 which is originally a model designed in 1989 by Steven Smith that has not succeeded in conquering the market of basketball shoes against models like the Air Jordan 4. We must wait until 2020 and Teddy Santis, creator of the high-end streetwear store Aime Leon Dore to see the dazzling success among men and women of the retro sneaker. The very popular New Balance 2002R is also an archival model from 2010 that the equipment manufacturer decided to relaunch with the collaborations Peace Be The Journey and Water Be The Guide by Salehe Bembury from 2020. The following year, the Boston-based brand decided to partner with Chinese footwar designer Yue Wu to create the Refined Future collection more commonly known as Protection Pack.

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