The 990v2 “Tyrian” is the first launch of several Concepts x New Balance MADE collaborations for 2017 that offer the sneaker connoisseur an exclusive, premium quality and crafted silhouette with luxury-inspired stories. In ancient times, 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.

The Concepts x New Balance 990v2 “Tyrian” is done in 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 990v2 “Tyrian” will be released on Friday, March 10 exclusively at Concepts retail locations and on www.cncpts.com at 11am eastern for a suggested retail price of $220.