New Balance Celebrates British Heritage with Made in UK Seasonal Look book
New Balance embraces its British heritage for the S2 Made in UK lookbook with casting featuring influential figures who embody contemporary British craft in their respective fields. British craft is an idea, whether it’s produced by the dedicated craftspeople who have made the small village of Flimby synonymous with the highest levels of craftsmanship, or the groundbreaking young talents across sport, art, and culture who continue to redefine greatness.
The lookbook features Charlie Cooper – actor and writer known for his BBC Three series This Country. Bashy, MOBO Award winning rapper and Top Boy actor. Flo – NTS Radio DJ and presenter. Charlie Birch – New Balance Numeric skateboarder. Jazz Grant - a mixed media artist known for her collage work.
The group model silhouettes built out of New Balance’s only UK factory, the 991v2, Allerdale and 1500.
‘Craft’ doesn’t mean sticking to the way things have always been done for the sake of appearances, and it doesn’t mean novelty for its own sake. It’s about using traditional methods because they are still best way to do something. It’s innovating because there is genuinely a better way that hadn’t been thought of before.
The creative direction of the Made in UK lookbook further embraces New Balance's regional history by exporting 'Britishness' through shoot locations, stylists, and photographers, all whilst staying true to Flimby's legacy of craftsmanship.
By owning its regionality and celebrating the brand's legacy throughout domestic manufacturing in this campaign, New Balance showcases why Made in UK products continue to be adorned by, and impact, different communities worldwide.
Explore the Made in UK collection at: newbalance.co.uk/made-in-the-uk/
Bashy – MOBO Award Winning rapper & actor (@bashy)
Charlie Birch – New Balance Numeric skateboarder (@Charlie_birch)
Charlie Cooper – Actor & writer, co-creator of BBC series ‘Our Country’(@Charlie11Cooper)
Flo – DJ & broadcaster for NTS Radio (@Flollid)
Jazz Grant – Mixed media artist, known for collage and stop motion (@Jazzgrantstudio)
Lookbook styled by Helga Burrill (@helgaburrill) and photographed by Maxwell Tomlinson (@maxwelltomlinson).
