Longtime New Balance partner Concepts is working with the brand once again, this time creating a special colorway of the New Balance 990v2. The Concepts x New Balance 990v2 "Tyrian" will release on Friday, March 10, exclusively at Concepts doors for $220.

Per a press release, the shoes are the first in a series of Concepts x New Balance projects planned for 2017.

The colorway finds its inspiration in a specific shade of purple sourced from sea snails. Apparently the tyrian purple dye has traditionally been used for royal garments due to the time intensive process of collecting and processing it.

The Concepts x New Balance 990v2 "Tyrian" is one of New Balance's American-made shoes, with pairs being produced in its Skowhegan, Maine, facility.

Concepts New Balance 990V2 Tyrian
Image via New Balance
Tyrian New Balance 990
Image via New Balance
Concepts New Balance 990V2 Tyrian Box
Image via New Balance