New Balance’s 990x sneakers were once the underdogs of the sneaker space, worn mostly by dads and others with orthopedic needs. Thanks to collaborations with Todd Snyder, Aimé Leon Dore, and JJJJound, however, the chunky kicks now have mainstream appeal and exorbitant resale prices to match. Each new release guarantees an influx of resellers and consumers alike trying to get their hands (or feet) onto the shoes.
This month, Montreal-based design studio JJJJound is back with another revamp of New Balance’s 990v3 sneaker, a model known as the dad shoe of dad shoes. While the silhouette was once considered uncool, the 990v3 has quickly become a streetwear staple, and with JJJJound’s makeover, a full-on grail. The latest spin on the 990v3 updates the sneaker in luxe suede and reflective details.
