We heard some rumours about there being a few New Balance x Concepts collaborations in the pipeline for 2017, and it looks like we were right, with their first effort being on one of our favourites; the 990v2.

Dubbed the “Tyrian”, this Made in USA New Balance 990v2 is the first launch of several Concepts x New Balance MADE collaborations for 2017 that offers the sneaker connoisseur an exclusive, premium quality and crafted silhouette with luxury-inspired stories.

The inspiration for this particular pair is taken from ancient times, when garments dyed using Tyrian Purple, a hue of purple that was made through extracting a natural purple dye from sea snails, were extremely expensive and reserved for royalty due to the extreme time intensive process of collecting the snails and extracting the dye.

Coming in a full purple, premium suede with perforated details and reflective hits on the N logo underlay and heel tab, Concepts branded lace aglets, insert and tortoiseshell lace lock round out the premium details, the New Balance x Concepts 990v2 “Tyrian” will be released on Friday, March 10 exclusively at Concepts retail locations and on http://www.cncpts.com at 11am eastern for a suggested retail price of $220.