New Balance understands you. The American sneaker brand knows you appreciate the classic style of the 990, and they know that you couldn’t possibly wear the same shoes as everyone else. In a world of ubiquitous style this is an important development for us all. Utilizing the New Balance factory in Maine, you can now turn-around a custom pair of 990s in a little over a week from sewing machine to the street. That’s a good development because we don’t off the shelf shoes and no one wants to wait too long for their one of ones.
To some people designing their own shoes presents a major challenge. It’s often easy to know what you like and to know what you don’t, but the sheer number of options can cause a paralysis of sorts. New Balance coaxes things along with a gallery of base-designs that make it easier to understand the possibilities. Once you get into the process it becomes difficult to see how just one pair is going to be enough. Onward to the 990 customization montage.