Paloma Wool Has Arrived!
May 03 2019
Almost 40 years since the release of the first New Balance 990, we’re set to receive the latest version of the infamous sneakers. Known for its pavement-pounding performance, premium materials and high tech specs, the 990 builds on the tried and true features of its predecessors. Upgrades come via the reinforced TPU collar, Ortholite inserts, and renovated branding on the tongue and foxing. Complete with subtle mesh panels for improved breathability as well as ENCAP cushioning, the 990v5 won’t disappoint. As expected, the classic all-grey colourway keeps the latest version of the sneaker firmly rooted in the 990 tradition, while the navy and black version offer something a little different, yet still just as classy.
Back in the 1980s, as big brands began striving to cut manufacturing costs in order to keep up with an aggressively price-oriented consumer market, New Balance took a decidedly different approach. Realising there was another way to view the situation that didn’t ‘require buying into the new wave of consumerism that was sweeping the globe’, the Boston-based company decided to focus on quality, rather than cutting costs in order to pass savings onto the consumer. An early version of today’s anti-fast fashion movement, New Balance aimed to produce shoes of the highest quality, built to last with no expense spared, rather than making shoes at a lower cost that customers would have to replace on the regular.
With this outlook, New Balance released the iconic 990 in 1982. Retailing for a sizzling US$100 price tag, it was the most expensive running shoes on the market at the time. Despite the big bucks needed to land a pair, the 990 proved its worth and after only six months, New Balance had smashed their projected first-year sales of 5000 with over 50,000 orders.
“Back in the day, New Balance was the first company to sell running shoes for $100! Coming up in D.C., the 990 was the status symbol. Whether they were dope dealers or just people with a bit of money, we looked up to anyone who had them. It just grew into this huge thing! You just had to have the 990, and it continued with the 995, 996, 997 and 998. As we’ve gotten older, our little brothers and sisters have now adopted that too, because that’s all they saw when they were growing up.”
June Sanders – DTLR product designer, Washington D.C.
Since then, the 990 has become the sneaker of choice for a number of disparate groups; from DMV hustlers, with their all-grey ‘Newbies’ to serious runners looking to invest in a better shoe, the 990s managed to straddle the line between technical perfection and cultural icon. New Balance have always been known for their practical and comfortable sneakers, yet the 990 – and now the 990v5 – sees the Boston-based brand deliver a shoe that’s as refined aesthetically as it is technically.
The 990v5 drops at 10.30am on Saturday the 4th of May, in-store and online.
Shipping & Delivery
Free courier delivery when you spend over $99.00.
Purchases under $99.00 will be charged $5.00 for courier delivery.
WE ARE SHIPPING ALL ORDERS.
Orders will be shipped in normal time frames but because of Covid-19 restrictions please allow an additional 2 – 3 days due to additional safety measures put in place to ensure the safety of our team and couriers.
Click here for detailed shipping information
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Full priced items may be returned for a credit with Good as Gold within 7 days of receipt for New Zealand purchases, and 10 days of receipt for international purchases.
Contact must be made via [email protected] within 48 hours of receiving the goods advising us of return.
Returned items must not have been worn, altered or washed and must have all original tags and packaging intact.
Shipping and handling is non refundable and returns are the customers responsibility until they reach Good as Gold Ltd.
Discounted items or Items purchased with special offer discount codes are final sale and cannot be returned or refunded.