A Look at the Upcoming Concepts x New Balance 990v2 “Tyrian”

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Known for a legacy of storied collabs, Boston-based sneakers store Concepts has been putting quality over quantity over the past years. As mastermind Deon Point explained in his recent SNEAKERS interview, it’s a strategic decision not to feed the hype machine with too many releases.

But now the next Concepts release has been announced for March 10, and it’s the first of several Concepts x New Balance MADE collaborations for 2017: The Concepts x New Balance 990v2 “Tyrian” sets the tone for a series marked by classis silhouettes appointed with luxury accents.

The most striking detail about this 990v2 is the lush purple colorway of its premium suede upper. It’s a color with a long history: Back in ancient times, tailors used Tyrian dye derived from sea snails to achieve that deep purple color on their garments. Needless to say, this was a time- and labor-intensive process, making Tyrian dye purple an emblem of royalty.

No snails were harmed in the making of the Concepts x New Balance 990v2 “Tyrian”. Additional details include reflective accents on the “N” logo and heel tab, Concepts-branded lace aglets, and a tortoiseshell lace lock. Completing the package, the collector’s box features a snail-inspired spiral graphic.

The Concepts x New Balance 990v2 “Tyrian” will drop on Friday, March 10 at 11:00 a.m. EST at Concepts stores and online with a $220 price tag.

All photos courtesy of Concepts.

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