home
Culture

Here's What Happened at the New Balance x Nanamica Launch Event in London

Established in celebration of US-based New Balance’s time-honoured popularity in Japan, Tokyo Design Studio combines the very best in talent and design from both sides of the Pacific. Working tirelessly each season to push the boundaries of the New Balance aesthetic, Tokyo Design Studio combines best-in-class New Balance manufacturing with a unique set of Japanese values which hone in on quality, artisanality, and craftsmanship. Taking this celebration of Japanese culture a step further, New Balance Tokyo Design Studio partnered with high-end utility stalwarts, Nanamica, for a considered capsule of GORE-TEX powered sneakers and apparel.

Last night, the New Balance x Nanamica capsule landed in London, with END. and New Balance joining forces to mark the occasion with an exclusive event spanning multiple locations designed to tell the story of the collection.

Guests gathered at END. London for a first-look at the exclusive New Balance x Nanamica installation taking over the Soho-based flagship store's screens and hype zones. Next the invitees made their way to the official event space on Greek Street to enjoy a full viewing of the collection, coupled with a GORE-TEX weather booth - affording guests the opportunity to put the collection to work and see the iconic GTX hydrophobic membrane in action as the booth simulated inclement weather conditions from around the world.

The evening concluded with an Asian-inspired tasting menu, followed by drinks. DJs Andwot and Alex Rita provided the soundtrack as guests danced until the early hours in celebration of the capsule - now available exclusively at END.

writerEuan Smart
share