The New Balance 990 has gained popularity since the "dad" sneaker trend took off, and thanks to its most recent collab with DMV streetwear brand EAT and sneaker retailer Shoe City, it's about to become even more visible.
The Shoe City x EAT x New Balance 990v4 features the shoe's traditional pigskin suede and mesh upper but with a vibrant new array of red, yellow, and blue. The respective colors of the "Elevate All the Time" brand, the company has been a staple in the DMV streetwear scene since its inception in 2016. The bright colorway references the brand's ethos of avoiding mediocrity and elevating everything they do to the highest level.
Similar to most exclusive collaborations, the release will be limited to 1,000 pairs but will release in grade school and preschool sizes in addition to standard adult sizing. The sneaker becomes available tomorrow, Aug. 30 for a retail price of $200. Grade school sizing will retail for $100 and preschool for $80.
Picking up the collab might be easiest for those close to the physical retail locations of Shoe City in Maryland, Washington, D.C., and Virginia, but others can try their luck online at YCMC.com starting at 10:00 a.m. EST.