YCMC and New Balance have joined forces to launch an exclusive collaboration on the iconic 990v4 silhouette. The campaign is about sparking the inner the hustle, the focus, being in your zone, and most importantly, being in your bag. The New Balance 990 was the first athletic shoe to debut at $100 and because of its price point, it has been known for decades as a signature of status and wealth throughout Washington, DC, Maryland and Virginia (DMV). Using the rich heritage and cultural significance for inspiration, the color-way of theYCMC x New Balance 990v4 “Benjamin Bread” takes color cues from the redesigned United States $100 note. Manufactured in the USA, the 990v4 “Benjamin Bread” features a premium, money green pigskin suede upper accented with breathable, storm gray mesh. Completing the money-themed look, the New Balance logos along the tongue and heel are both highlighted in gold metallic.
In conjunction with this launch, YCMC has designed a special edition shopping bag in the form of a bank deposit bag to finalize the story of “Being in Your Bag” that will be included with every purchase. To further complete the story, YCMC sat down with one of the most iconic entrepreneurs of our time, Dame Dash, to discuss "Being in Your Bag," his early career chess moves, and how he secured his first major deal. The YCMC x New Balance 990v4 "Benjamin Bread" will be available in men’s sizes on Friday, March 23 for $164.95 exclusively at YCMC.com and all Shoe City locations throughout the DMV.