3rd Time's A Charm For EAT And New Balance

DC based company EAT and New Balance come together for the 3rd time. From the sold out 990V3 and 990V4, the newest Made In The USA 990v5 collab will be a Shoe City and YCMC.com exclusive launch.

The collage photos pay homage to Malik's family and friends who over the years have become his support system for EAT.

Pictured above left is Malik and Mel, his brother and business partner. 

Dropping Friday 11/22 at 10am EST the 990V5 EAT is a must have for the years hottest sneakers. Those who don't know him  Meet Malik Jarrett. CEO and founder of EAT, a 27 year-old Washington, D.C. native, entrepreneur and Bachelor of Arts in Journalism Virginia State University Alum.

In 2016 also known as another summer of paying homage, flourishing and capturing the city through his lenses, Jarrett created Elevate All the Time (EAT) with the vision in mind that no matter which industry, career, or craft you belong to; mediocrity is not an option.

Pictured above left is Malik's younger nephew and to the right are Malik's parents. 

The Shoe City x EAT x New Balance 990v5 features the shoe's traditional pigskin suede and mesh upper but with a vibrant new array of red, yellow, and blue. The respective colors of the "Elevate All the Time" brand, the company has been a staple in the DMV streetwear scene since its inception in 2016. The bright colorway references the brand's ethos of avoiding mediocrity and elevating everything they do to the highest level. Check out the images below for a closer look.

 This 990v5 is bathed in EAT (Elevate all of the time) colors and is a limited edition launch with New Balance and Shoe City to celebrate our ongoing partnership with the EAT company.

Remember no matter which industry, career, or craft you belong to; mediocrity is not an option. "If you don't EAT, you die in the streets."

The 990V5 EAT is all about community support. The support given to Malik from his family has allowed him to live his dream and give back to the local community. In celebration of the 3rd collaboration with EAT and New Balance DC's Beacon House Community Center will be the recipients of Thanksgiving Day turkeys courtesy of EAT, New Balance, and Shoe City.

The 990V5 EAT will release in grade school and preschool sizes in addition to standard adult sizing. Adult sizing will run you $174.95. Big Kids will retail at $100.00 and Lil' Kids will retail at $80.