Words by Jeffrey A.
It’s official, New Balance is cool again – and with the latest Aimé Leon Dore collection, the brand’s resurgence is certified.
For as long as anyone can remember, New Balance lurked in the shadows of the much cooler, millennial-focused Nike and Addidas. Sure, middle-aged dads and young skater boys helped the brand stay afloat – but in a world where style increasingly matters, bigger aspirations were needed.
And given the increasing popularity of brands like Supreme, Essentials and Palm Angels, the Boston-based giant has had a fair amount of competition to wade through. Reaching the increasingly demanding style enthusiast, it seems, has never been harder. Lucky, then, that a string of Hollywood’s most stylish names –from Timothée Chalamet to Jaden Smith, Tom Holland to Rihanna – have chosen the brand’s clothes and trainers to compliment their picture-perfect outfits.
And yes, the star power of Hollywood’s elite is enough to make you cool again – but partnerships with some well-loved brands can make you cool now, tomorrow, and for years to come. Take Timothee Chalamet’s 327s for example – if you’re aren’t filled with raging jealousy for not having a pair, you’re lying.
Like Casablanca, Aimé Leon Dore’s New Balance collection is the stuff of dreams. Usually, brand partnerships are, well, erm… tricky. Too many cooks spoiling the broth sort of thing. This one, however, is quite the opposite: if anyone can do partnerships, it’s Aimé Leon Dore.
With the latest release, it’s all about cool summer elegance. To impress at those late brunches, why not put on a pair of branded sweatshirts? And for the long romantic summer walks, what better way to impress your date than by slipping into a pair of ridiculously cool 827s or 550s. And it’s not just the sweatshirts and cool kicks, you see – the shorts, with their perfect length and radiant colours, are straight from Elio Perlman’s stylebook; and those branded tracksuits wouldn’t look a thread out of place in Boyz n The Hood.
So what exactly is being released, you ask? Pretty much everything you need to impress. From hats to towels, sliders to travel bags, everything’s in place to keep you looking cool. Sadly, the collection was released last Friday, meaning getting your hands on any of the pieces will be hard work.
Yes, we know, we’ll do this earlier next time, okay? But if you’re looking to get the latest on all the latest style drops, ahead of all the release dates, sign up for our newsletter here.