The models that gained popularity this year and why .
T-House New Balance opened in July 2020 in Nihonbashi Hamacho as a concept store for New Balance. Looking at the lineup, one notices that the store carries popular and limited edition models, such as the gray-colored "993" and the "TDS 574" without the N logo, which are hard to find in regular stores.
On the second floor of this building is the office of TOKYO DESIGN STUDIO (TDS), the creative studio for the New Balance lifestyle category. Likewise, this concept store specializes in experimental expression within the lifestyle category, and offers a wide selection of the latest footwear and apparel created by the TDS team, as well as popular heritage models. We carry almost all of the collaborated models, and we are certainly the central store in Japan for the global model.
New Balance" has been a big hit on the sneaker scene this year, with the launch of the long-awaited new "990v6" model at the top of the list. What models were particularly popular at T-House New Balance during the past year?
The 900s of the "Made in USA Seasonal Collection" were especially popular, and since 2022 was the 40th anniversary year of the 990 and the 990v6 was scheduled to be released in November, the 990v1, 990v2, and 990v3 were reissued in various colors this year. 990v3" were reissued in various colors, and there were many inquiries about all of them.
I also noticed that the "990v1" and "990v3" have their own unique characteristics for each customer. The "990v1" is a retro model introduced in 1982. The "990v1" was a retro model introduced in 1982, and was popular among long-time fans of the brand because of its basic "New Balance" visual style. The 990v3, on the other hand, was created in the 2000s and is a modern shoe in terms of design and functionality. I have the impression that they were also popular as entry-level models for people who were new to New Balance."
The "90/60" is a collaboration with Mowalola, a Nigerian designer by Mowalola Ogunlesi. The futuristic coloring with teal blue and pink on a black base is appealing.
The new "90/60" (Ninety Sixty), introduced this year, is a mix of the "990" series and the "860" running shoes of the early 2000s. It is characterized by an aggressive design that differs from the traditional New Balance, but what kind of response has it received from users?
The "90/60" model, which debuted in May in collaboration with Joe Freshgoods, a creative director from Chicago, USA, and went in-line in July, was more popular among younger customers than in the past. People who collect hyped shoes also showed interest, and I sensed a broadening of the customer base at the time of the lottery. I think that these shoes have become an opportunity to show a new side of "New Balance.
