New Balance, Boston MA
The "Made in the USA 990 Apparel" was the first consumer facing collection made in the USA ever created at New Balance.
We leveraged our deep military contacts in manufacturing, within the innovation team, and looked to the heritage of one of the classic New Balance shoes, the 990 for a story. The DNA of this shoe, and the brand story it tells, generated a collection of women's and men's garments and graphic T's which spoke of heritage craftsmanship and comfort in wear.
Press coverage and photo shoots of the 990 collection were extensive. The idea for the 990 collection came out of a design exercise which I did to examine what the iconic 990 shoe would be, manifested in apparel, going deeper than aesthetics, into how and where it would be made, the materials, who would it appeal to and why, to dig really deep into what makes New Balance unique and powerful as a brand.