New Balance’s Swish Grey Store Brings Top-Tier Drops Down Under
With over 50 signature shades and an annual celebration, New Balance take their iconic colour very seriously. So it's no surprise they're now opening dedicated Grey Stores that provide a shopping experience as premium as the shoes on the shelf. The first location in the southern hemisphere to be blessed with such a store is sunny Sydney. The Galeries store will be a must-visit for any New Balance fan, not just for the experience, but because it will be the only place in Australia to cop some of the most coveted releases.
The love affair between the elegant colour and the Boston manufacturer started way back in the 80s and has been synonymous with the brand ever since. Throughout the 40 years on shelves, grey NBs withstood the fashion whirlwinds (yes, even the 80s aerobics mania) and consequently established themselves as a staple that exists above trends. Such is the indelible place of grey in the Boston brand’s lore, that a greyed-out colourway is considered an unspoken rite of passage for any newly minted NB model.
The Grey Store is a physical manifestation of the importance the signature colour has to New Balance, while also celebrating the brand’s core identity and value of excellence. The interior reflects this with clean lines, calming colours and minimalist elegance, creating a complementary setting for the premium and exclusive product lining the walls. New Balance’s Asia Pacific DTC Director Jonathan Clarke says, ‘We can’t wait to see the reception from our loyal fans, sneaker enthusiasts and fashion lovers. The Galeries Grey store will have all the classic New Balance favourites including the 550s, 9060s and 2002s – as well as some of our newer products, like the futuristic WRPD shoe’. We will also see the 1700, 610, and 580 models offered only in premium grey iterations.
The New Balance Galeries Grey Store is open now at Ground Level, Shop 5, 500 George St, Sydney 2000! It may be all about grey, but you'll leave feeling anything but gloomy.