icon-cartintel-logoicon-menu

The cultural history of the New Balance 990

IN D.C, MARYLAND, VIRGINIA & PHILADELPHIA


Sneaker Freaker digs deeper into the unique regional success that New Balance and its iconic 990 sneaker has found on the East Coast for over 30 years. The cocaine and crack boom that swept across the majority of the United States in the 80’s both devastated communities and created a new class of young, affluent and stylish urban consumers. With their newfound wealth, dealers and hustlers in D.C., Maryland, Virginia, and Philadelphia were eager to display their success through conspicuous consumption and quickly discovered the ‘first $100 sneaker’, the New Balance 990. Practical, well-made, and easily recognizable thanks to the large “N” on the sides, the 990 became an understated status symbol for those in the know as a local collector explains:

The 990 is definitely what I call a block captain’s shoe. Historically, the guy wearing it never needed to say, ‘Look what I have on my feet!’ The shoe was always top-of-the-line and obviously official. And since grey was the only colourway available for a long time – until NB started flipping fashion colours – it was never a shoe that had to scream for attention. Ultimately, I think the mystique of the 990 is that… there is no mystique.’

The 990, now in it’s fourth iteration, continues to be one of the most popular sneakers in the region, with local sneaker stores stocking several colourways and limited editions. Read the full article here and shop the latest New Balance 990 V4 available at HAVEN.

News

Vans Partners With LQQK Studio On New Footwear Capsule

Releases 04.21.18

  Vans’ ‘Vault’ series partners with Brooklyn-based LQQK Studio: a screen-printing and design service collective with deep roots in art,…

Read More

nonnative Handyman Trainer

The past 2 or 3 seasons have seen a surge in the chunky sneaker trend. For better or worse, this…

Read More

HAVEN Highlights KAPITAL SS’18

Our editorial team at HAVEN releases its latest project highlighting the best from this season’s KAPITAL delivery. The 10 page…

Read More

Military Centric Items From WTAPS

Another concise capsule from WTAPS has just landed at the shops. As expected, military influences permeate heavily throughout each item,…

Read More

Nike Introduces “FlyPrint” Technology

3D Printed Textile

Regarded as one of the key players in pushing the footwear industry forward, Nike unveils its latest proprietary technology in…

Read More

Nike Air Vapormax Moc 2 x ACRONYM | “The Illusional Ja”

Releases 04.26.18

Debuted last month as part of Nike’s Air Max day initiative, the collaborative ACRONYM Vapormax Moc 2 is slated for…

Read More

Cargo Shorts | Staff Picks

The cargo pants is rooted in the military as a standard issue garment during WWII and decades later during the…

Read More

visvim® Releases “My Archive” Book

“visvim’s products are all made by thoroughly digging up and deeply pursuing each and every manufacturing process, from the design,…

Read More