All photos by Thomas Lindie/Complex
It’s a brisk summer night in the north of England, and New Balance has assembled six of its most passionate collectors for a dinner on the floor of its fabled factory in Flimby. Oh yes, they’ll also receive their own 1-of-1 dream sneakers that they’ve spent the last few weeks designing—and years imagining.
This year marks the 35th anniversary of Flimby’s factory, where New Balance produces its “Made in England” sneakers. Since then, the brand has grown a cult following and the shoes made there exhibit the best that the company can manufacture. There are collectors here from across Europe and the United States, tears running down their cheeks as they’re handed their sneakers by Andy Okolowicz, the factory manager.
It’s a bold move by New Balance to center a marketing campaign and experience around people who love the brand but don’t have the same recognition factor as rappers and celebrities. But for a company that’s always chosen to do things its own way, this should come as no surprise.
“The whole [collector] community is something that we’re aware of. They’re a group we want to please, and we know they have really high standards,” says New Balance’s Creative Design Manager for Europe, Mark Godfrey. “We want to fulfill their desires in the product, and we make sure it appeals to them.”
The six people who were invited to design the sneakers (myself not included) were given the opportunity to choose from the brand’s 991, 1500, and 576 models and make them with the materials and custom text of their liking. “A couple of weeks ago the guys sent us their initial designs. We looked at them and thought, ‘Yeah, these will work really well.’ The fun part was taking them to the factory to find the materials that suited their designs,” says Godfrey, who helped guide the collectors in creating their sneakers. “It was fun to be on hand and steer them in the right direction. But these guys know what they like, and it was quite easy to make their fantasy shoes happen.”
It’s not often that you see brands caring about the people who contribute to their sales and cherish the products that they make year after year, and it was a big deal that New Balance invited this small group to create their own sneakers. The feeling was reciprocated by those invited to the event. “When people got their shoes they were teary-eyed. It’s a big thing. I don’t even have a pair of 1-of-1 custom shoes,” Godfrey says. “It was really cool to see people who really support the brand get their own shoes now.”
We spoke to all six of the collectors to find out which sneaker they made and why they did it that way, as well as how it felt to be get the chance to do this in the first place.
Designer: Thomas Lindie
Age: 24
Location: Aberdeen, Scotland
Years collecting New Balance: 6-7
Which sneaker did you design and why?
I designed a 1500 and I picked the best parts of UK 1500s. I took the three original colorways and done those colors in how they first appeared on the shoes. Then I took my favorite material combination of nubuck and leather and put that on the toebox. I mashed it all into one. I put personalized stitching that has my name, “NB Gallery,” and “1-of-1.” To commemorate the occasion, I put, “35 Years Made in Flimby.”
How does it feel to get this opportunity?
I've been here before and done these sort of trips with New Balance Gallery. It’s still incredible to get your own shoe that you’ve designed and made from start to finish. It’s incredibly special and humbling that we’re here. It’s a massive, massive deal to us.
Designer: Tiago Escada Ramos
Age: 39
Location: Costa da Caparica, Portugal
Years collecting New Balance: 15
Which sneaker did you design and why?
My main focus with collecting New Balance is getting the vintage sneakers. The one I was missing from the original 1500s that were made in the UK was the white/blue version. I didn’t want to do that specific version, but I wanted to do a take on that. My favorite color is green and it means a lot to me, because it’s the color of my football team, Sporting Lisbon. It’s made from different materials, but it respects the original shoes that were made in Flimby. On the back of the shoes it says, “Sempre Juntos.” In Portuguese that means “always together.” It refers to the relation I have with the brand, the love I have for my family, and the left and the right shoe are always together. It’s kind of funny and meaningful.
How does it feel to get this opportunity?
It feels surreal. I’ll realize when I’m back home, chilling and relaxed. It’s still happening for us. It’s amazing. It feels special to be here for the 35th anniversary of Flimby.
Designer: Ida Broen
Age: 23
Location: Oslo, Norway
Years collecting New Balance: 5-6
Which sneaker did you design and why?
I made a 991 in my favorite colors. Everyday colors. Beige, black, and white. If you know you know. Forward together is all about doing things together. Lift each other up. Having fun and having each other. That's the best thing you can have. Care and be kind to each other. It's so easy. Cliche but important these days that all things happen around us. The idea is also because New Balance has a lot of the same values as me. Building a team. We are better together. Especially we girls, we need to support each other instead of compare. This goes out to all the strong women in the world - all about dreams and ambitions. Never let anyone tell you that you can't!
How does it feel to get this opportunity?
I’m so thankful for being included first of all. I'm privileged and overwhelmed. This is a dream. The people at New Balance and the people at this trip are amazing. So open minded and warm. Me and my boys. Shout out to the New Balance family and the opportunity to get to make something with meaning and passion. Thank you for taking care of the real collectors. Real recognizes real. Real talk.
Designer: Richie Roxas
Age: 38
Location: Philadelphia
Years collecting New Balance: 20+
Which sneaker did you design and why?
I stuck with the O.G. grey color. I wanted to pay homage. Grey is my favorite color, and it’s the classic New Balance color. So I stuck with that to pay homage to the classic New Balances. I threw in some black and yellow in there to honor a different anniversary, too. I thought I could take both ideas and mesh them into one shoe without making them too loud or crazy, but still making them wearable. It turned out how I imagined it in my head.
How does it feel to get this opportunity?
It’s overwhelming. Tiring. Humbling. It’s fun. Hanging out with awesome people. Drinking a lot of beers. Drinking a lot of tea. Eating British food. More important than the shoe itself was meeting everybody here.
Designer: Rob Stewart
Age: 38
Location: Glasgow, Scotland
Years collecting New Balance: 15
Which sneaker did you design and why?
I made the 991, because over the years I’ve come to love the model. I think it’s the best shoe Flimby makes. I got into the 991 probably earlier than a lot of folk. It’s probably my most worn shoe at the moment. I could have made one of three models, but the 991 is the one for me. If you look at my Instagram, most of my posts now are 991 or American-made 990 v3s or v4s. I’ve begged Mark Godfrey for a burgundy and gold 991 for years, and he continues to ignore me. So I thought, alright, Mark, I’m gonna get one up on you. So if they wouldn’t make it for me, I’d make it myself. The pink is very on-trend right now. I’m really happy with it.
How does it feel to get this opportunity?
As a connoisseur/obsessive of New Balance, it’s genuinely a once-in-a-lifetime opportunity to come here and make something yourself. I’ve been here four times, but this tops it all. As a brand obsessive, it doesn’t get much better than seeing your own shoe getting made from start to finish and being involved in the whole project. It’s absolutely the pinnacle for me, and I don’t think this would ever happen with any other brand.
Designer: Tom Knoll
Age: 26
Location: Jena, Germany
Years collecting New Balance: 12 years
Which sneaker did you design and why?
I did 100 different drafts of the shoe of the 1500. The concept behind everyone was to represent Made in Flimby colorways, the classic 1500 pairs. The heel must be simple and the side and the front must be popping out with colors.
How does it feel to get this opportunity?
It’s hard to find words. It’s a feeling you dream about, but you don’t realize it’s actually going to happen. It’s a once-in-a-lifetime chance. I feel emotional and overwhelmed. It’s an honor that you don’t realize at the moment. Maybe in a couple of weeks I’ll realize what it’s like to stand in the middle of the factory and realize where all the pairs and passion come from. I’ve spent all my money on the brand for years, but it’s been worth it.
