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Familiar friends Concepts and New Balance have gotten together to release a new collaboration inspired by snails and royalty. Wait, what? Let’s break it down.

The Concepts x New Balance 990v2 Tyrian has been covered in a purple suede all throughout the upper for a look of royalty. The story goes that this hue of purple is inspired by the ancient process of dying garments using Tyrian Purple, a color made from extracting a natural purple due from sea snails. Due to how expensive and time-consuming this process was, the use of this shade of purple was reserved for very wealthy people and royalty.

In addition to the purple suede upper, this New Balance 990v2 also features reflective detailing on the heel tab and “N” logo, perforations throughout, and Concepts-branded tortoiseshell lace locks. Completing the theme, the shoes will come housed in a special box that features snail shell graphics.

Look for the Concepts x New Balance 990V2 Tyrian to release on Friday, March 10th in-store at Concepts and online for $220.

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