Inspired by the entrepreneurial spirit of a pioneering fruit seller and the reframing of American luxury, our latest collaboration with New Balance builds upon our shared legacy of out-the-box narratives.
“Over the years, we’ve been proud to take extra care in the way we package our unique collaborations,” says Deon Point, Concepts Creative Director. “Our work with New Balance continually allows us to push boundaries of storytelling and to explore stories that few others would dare to touch.”
The New Balance 992 “Low Hanging Fruit", honors Frieda Rapoport Caplan, the “Kiwi Queen,” and her impact on popular culture — from changing taste buds to progressing food packaging. She reminds that nothing is real…until pioneers make it so.
In so doing, we got after some questions: Did you know that Kiwi Strawberry flavored drinks and Concepts share the same 1996 birthday? Further more, did you know that the kiwi was the most celebrated exotic commercial fruit introduced to the U.S. market since the banana in the 1880s? And that it wouldn’t have happened if not for the entrepreneurial spirit of a Los Angeles-based fruit seller who became the most powerful woman in the business?
Overturning these stones of cultural history, design details for the New Balance 992 “Low Hanging Fruit” deliver a textured balance of brown suede and pops of neon green. These overt nods to the kiwi are given playful twist through a strawberry foot bed, reminding of the intertwining relationship of the two in 1990s Americana.
With the related "Nothing Is Real" apparel collection, historic links between luxury fruit prints in high fashion and ‘90s inspired word marks are forged. The collection includes the Concepts Icon hoodie, sweatpants and T-Shirts — garments that express our studied approach to fit and fabrication. The introduction of zip up fleece, knit sweaters and a new cargo pant, expands our in-house brand and informs a new luxury streetwear sensibility.
The Concepts x New Balance 992 “Low Hanging Fruit” launches via cncpts.com on November 20 @10am EST. The New Balance 992 retails for $240, and will be packaged in an exclusive Concepts box with an extra set of laces.