New Balance or not, there’s something special about a JJJJound that can be hard to explain to the uninitiated. Since Justin Saunders founded the brand, whether it’s his own collections or his many already-iconic collabs, each piece has captured an unmistakable vibe—restrained and understated, eye catching in its subtlety, with colour tones that are never loud but always heard.
Having said that, JJJJound x New Balance collaborations may be his best work. Both 992s—Grey and Green—as well as the 990v3 Grey, are among the most sought after New Balance shoes of the last decade, often approaching prices of well over $1000 dollars on the secondary market—the kinds of resale prices you’d expect from a top Jordan and Travis Scott collaboration, not what was once wrongfully dismissed as a ‘dad shoe’—and far more wearable and styleable than most collabs of its ilk.
The latest collaboration between the two is another 990, following last year’s 990v4 that seemingly changed colour from black to blue depending on the lighting—this time a 990v3 in a tonal ‘olive’ colourway.
The New Balance 990
A bit of background on the 990, shall we? The first update to the original New Balance 990 newly introduced in 1982, didn’t occur until 1998. It took another fourteen years before 2012’s v3 set a new standard for technical running shoe design. As the first 990 of the 21st century, the 990v3’s design represented a marked visual departure from now classic features of the v1 and v2, as the introduction of a breathable, mesh upper and a more spacious overlay design.
The comfort on the 990 is legendary, and with good reason. The 990v3 combines ABZORB and ENCAP cushioning will keep you comfortable all day, no matter what surface you’re walking on, and if you’re considering sizing, we recommend going true to size—a little toe room is a good thing—or half a size down if you like a more snug fit.
While the suede, materialization and attention to detail is top tier, if there’s anything that JJJJound excels at, it’s colour. They always feel distinct from any other shoe, capturing a feeling that shoes that are seemingly identical just can’t match.
The trademark black ‘N’ both disappears into and pops amongst the latest colour, a soft green suede that may be the most wearable yet, complementing the classic reflective grey on the heel and tongue and the mix between white and cream on the midsole that is itself both subtle (I’m using that word a lot, I know) and uniquely striking.
The highly-anticipated shoe, which dropped today in the UAE at the New Balance store at The Dubai Mall and thegoodlife in Al Serkal Avenue for AED 1099 on a first come first serve basis, will be very difficult to track down, but if you’re able to. The age of maximalist design and shoes that take all the attention is over. If JJJJound is the future, it’s a future that we can look forward to.
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