New Balance puts its British soul back at the center with the new lookbook for the Made in UK line — a visual project that merges style and storytelling, celebrating contemporary craftsmanship through the faces and stories that embody its essence.
Shot entirely in the United Kingdom, the new New Balance lookbook features a diverse cast of creatives and performers. There’s Charlie Cooper, actor and screenwriter of the cult series This Country; Bashy, rapper and actor known for Top Boy; Flo, DJ and iconic voice of NTS Radio; skater Charlie Birch from New Balance Numeric; and Jazz Grant, an artist who transforms paper and texture into intense, tactile collages.
Each of them interprets the concept of “craft” in their own way, wearing silhouettes made exclusively at the Flimby factory in Cumbria—a place that has become synonymous with manufacturing excellence. The featured models — 991v2, Allerdale, and 1500 — are not just sneakers, but true symbols of a design that never needed to shout to be recognized.
New Balance’s approach to craftsmanship is clear: it’s not about nostalgia or aesthetic gimmicks, but a philosophy that blends technique, culture, and identity. Using traditional methods not because they’re romantic, but because they still work. Innovating not because it’s expected, but only when it truly matters.
What makes it all even more cohesive is the creative direction, deeply rooted in British territory through the choice of locations, photographers, and stylists. A visual story that confirms how the spirit of Flimby is not static, but constantly evolving — thanks to those who live it and those who wear it. With this campaign, New Balance not only honors its past, but reaffirms its relevance in the present, once again highlighting the importance of British manufacturing.
