New Balance’s 990x sneakers were once the underdogs of the sneaker space, worn primarily by dads and others with orthopedic needs. Thanks to collaborations with Todd Snyder, Aimé Leon Dore and JJJJound, however, the big kicks now have mainstream appeal and sky-high resale prices. Each new release guarantees an influx of retailers and consumers trying to get their hands (or foot) on the shoes.
This month, Montreal design studio JJJJound is back with another redesign of New Balance’s 990v3 sneaker, a model known as the the dad shoes dad shoe. While the silhouette was once considered uncool, the 990v3 has quickly become a streetwear staple and, with JJJJound’s makeover, a holy grail. The latest version of the 990v3 updates the sneaker with luxury suede and reflective details.
Down to earth – Serving as a follow-up design to the 990v3 “Olive” which was discontinued in February, the upcoming shoe takes on complementary earth tones. Mesh underlays and suede overlays dress the sneaker in an understated brown. In contrast, solid black covers the laces, tongues, inner lining, piping and enlarged “N” logos on the sides. Underfoot, the shoe’s reinforced sole also takes on an all-black hue.
As seen in the 990v3 campaign, reflective detailing hits the “N” logos and the shoe’s toe. Sneaker-typical ‘990’ branding adorns the lateral heels, complete with ‘JJJJound’ lettering and New Balance graphics. Inside the shoe, more JJJJound branding appears in bright white.
A minimal must-have — JJJJound’s take on the shoe is consistent with its past offerings: subtle changes, neutral colors and delicate details often define the design studio’s work, making its shoes versatile enough for everyone to love. . Here, the simple redesign appears to nod to the heritage of the 990v3 sneaker, only highlighting the shoe’s original features with reflective detailing and a more modern color scheme.
The design studio’s brown 990v3 sneaker will be released on May 12 via the JJJJound website. Although the shoe itself is simple, its price is anything but – pairs are expected to cost $250. Considering JJJJound’s latest 990v3 collaboration resells for more than double that cost, however, you’ll want to bite the bullet and prepay for the sneaker while you can. That is, assuming you can score a pair before anyone else.
