New Balance has unveiled its Made in UK Season 1’20 collection, continuing to drive the global relevance of Made in UK seasonal collections, this time heading to the streets of Tokyo.
The campaign celebrates the heritage and craftsmanship of New Balance, conveying the importance of modern storytelling in a city where trends flow quickly, and different cultures can infiltrate traditions.
Adopting local creatives and artists as subjects, the campaign leans on the authentic backdrop of Tokyo, connecting with local youth culture, its global voice and their love for Made in UK New Balance product in Japan.
Furthering their commitment to U.K. manufacturing at the brand’s historic Flimby site, the new collection exhibits a vibrant and diverse array of styles that blend New Balance’s characteristic commitment to heritage and authenticity with innovation and a modern aesthetic.
The Made in UK collection is now available from www.newbalance.co.uk.
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Tayler Willson is Mixmag's Digital Fashion Editor, follow him on Twitter