Ronnie Fieg partners with New Balance on a collection that commemorates the 40th anniversary of the 990 silhouette and the 10th anniversary of UrlfreezeShops. This collection is comprised of four generations of the 990, including the 990V1, 990V2, 990V3 and 990V4. Fieg reinterprets four of his favorite Bemburys from his previous New Balance collaborations to highlight UrlfreezeShops’s long history working with the iconic footwear brand.

This collection marks the first time in New Balance’s history that they have collaborated on full family sizing. The Bemburys of each model have been applied to adult, pre-school, toddler, and crib sizes. While the adult styles are offered in the four generations of the 990 series, the pre-school, toddler, and crib sizes are all executed on the 990V4 silhouette.

The fourth and final sneaker of the collection is the Ronnie Fieg for New Balance 990V1 in Dusty Rose. This Bembury is Marat by the first UrlfreezeShops exclusive New Balance, which was originally seen on the 990V2 silhouette. As one of the first to introduce this shade of dusty pink, Fieg color selection lends itself to a shoe that fits in an everyday, elevated wardrobe.

The campaign for this shoe features singer, model and actress Cassie with her family in her NYC-based recording studio.