The balance of The New Balance
The entire cover of the New York Times on April 5th read in large letters: The New Balance: Teddy Santis, creative director for ‘Made in the USA’. There were years of collabs between Aimé Leon Dore’s owner and the footwear brand until he finally reached the creative direction.
By calling a big-name in today's contemporary fashion and lifestyle like Santis, NB intends to take the NYC essence to a global level and knows that the designer is able to elevate the brand's products, creating experiences and campaigns that transcend everything that has already been done in the industry.
“I see a tremendous opportunity to tell authentic stories with real people at the forefront, creating global campaigns that connect our core values with the world” — Santis told WWD.
The future of the brand seeks to further value materials, origin, and leather craftsmanship made in the USA, maintaining the differential in authenticity to create a new generation of premium products. The line will use at least 70% of materials produced in the United States on this rebirth to find the most suitable aesthetic key to the (new) New Balance.
Santis' first collection as creative director is expected to drop in early 2022, but he has already left a spoiler on his personal Instagram, the Spring 550. We can't wait for the future.
If you want to know what's coming, tap here.