Zack Schlemmer 
Yes, you read that headline correctly, this latest collab from Concepts and New Balance is inspired in part by sea snails. One of the least likely sources for sneaker inspiration ever actually produces an impressively luxe new sneaker from the two longtime collaborators, the New Balance 990v2 “Tyrian”. The lush purple hue across the premium suede upper is inspired by the ancient process of dying Essentials using Tyrian Purple, a color made from extracting a natural purple dye from sea snails. The process was extremely expensive due to the time consuming nature of collecting the sea snails and extracting the dye, so it was usually reserved for royalty or the very wealthy.
This 990v2 certainly does have an appearance fit for royalty, with its Made in USA quality for the rich purple suede with perforated details, reflective hits on the “N” logo and heel tab, and Concepts-branded tortoiseshell lace locks. Each pair will also come in a premium box featuring a snail shell graphic to complete the premium detailing.
The Concepts x New Balance 990v2 “Tyrian” release this Friday, March 10th at Concepts retail locations and online and cncpts.com for $220.
