Streething

Streething x Leftfoot x New Balance 'APAC Project 2011: Q&A with those involved'

By Julian Loh, September 28, 2011

Chooee Hwang (Founder of Streething)

Why the collaboration with New Balance and Leftfoot?

I think the biggest inspiration about New Balance is the fact that it has always been true to its identity and heritage. I always believe one must always know his/her own identity and never try to be someone who you’re not. Also, we have been working with New Balance for the past 5 years on digital, PR and event and New Balance has always been one of our favorite brands all along. As for Leftfoot, Anthony and I have known each other for a long time and it is a joy to get to work with like-minded partner who is also a personal friend

What Streething elements can be seen in the HM574?

As many do know, Streething started with its main focus on sneakers therefore, we choose to pay more attention to the “Past” HM574 as we are really into the heritage of New Balance. The sneakerheads in us want to keep the core colour of New Balance: navy and grey with using same material that was used on the first generation of 574 on a pair of HM574.

What Streething elements can be seen in the HS77?

The HS77 shoe is regarded as a lifestyle shoe, however its ultra light soles make it perfect as a running shoe as well. The versatility of it encompasses Streething’s values and believes – to be an urban lifestyle website that also focuses on sneakers.

What are the main inspirations for this collection?

The main inspirations for this collection are our lifestyle and interests. In our line of work, we observe trends and style on a daily basis, so we want to create a timeless and versatile design that will appeal to not only the sneakerheads but also the mass.

What were the greatest challenges designing the shoe?

The greatest challenge for us is narrowing 101 ideas to 3 shoes yet making it relevant for taste of the current consumers. We have no shoe design experience so we have to depend on Eugene Yeo (New Balance Singapore Assistant Marketing Manager), Patrick Wong (New Balance Singapore Country Manager) and Taylor Canby (Footwear Design Manager, New Balance Athletic Shoes (HK) Limited) for their input.

What is one thing about the past you associate closely with the shoe?

Back in the days, I used to hunt down all the deadstock sneakers in moms and pop stores and most of the sneakers back then were in basic colourway like navy, grey and white. After so many years I realized most of my favourite sneakers are in those basic colourway. That is the reason why we chose the heritage colours of New Balance: Navy and grey to be the core colourway of the "Past" HM574.

In your own words, how would you describe New Balance’s Past, Present and Future concept?

New Balance is translating their heritage from the past into their present assets, and making excellence for the future.

Why the 574 is one of the iconic models for New Balance?

I believe by making quality products and relevant designs will make 574 an evergreen model which both old and new customers would embrace.

Anthony Ho (Owner of Leftfoot)

Why the collaboration with New Balance and Streething?

It is just a natural progression stemming from our strong working relationship with New Balance over the years. As for Streething, Chooee has been a good friend for a long time since Streething started. We also share similar ideology on design and style.

What Leftfoot elements can be seen in the H574J?

The colors. Green is my personal lucky color and for brown (wood) is very evident in all the Leftfoot stores.

What Leftfoot elements can be seen in the HS77?

The characteristics of the shoes speak true to Leftfoot - fun, experimental and eccentric.

What are the main inspirations for this collection?

I was recollecting my past, feeling the present and taking a peek into the future.

What were the greatest challenges designing the shoe?

Shoe design are always challenging. But if we were to put aside the technical details, executing an ideology relevant to the consumers proved a little tricky.

Why is the 574 one of the iconic models for New Balance?

The classic 574 is like Boston’s finest universities and sport teams - inspiring generations before, now and to come.

Taylor Canby (Footwear Design Manager New Balance Hong Kong)

In your own words, how would you describe New Balance's Past, Present and Future concept?

The PPF concept fits New Balance perfectly. We have been around for a while and have a pretty colorful history. This 3-shoe pack compliments our history and shows a glimpse at our future.

Why the 574 is one of the iconic models for New Balance?

We're always trying to come up with something that brings new life and new ideas into our product line whether it be with the 574 or other models. In fact, premiered in 1988 and elevated to iconic 1 status for its comfortable fit, eclectic mix of colorways and innovative use of materials, the New Balance 574 is always an undisputed style statement.

What is the most exciting part for participating in this collaboration?

The most exciting thing about working on this collaboration was the collaboration itself. The concept that Streetthing and Leftfoot brought to the table, the PPF concept really speaks to New Balance’s essence. New Balance has a very rich history starting in 1906 and we have a lot of very interesting stories covering many different products all the way from running to outdoor walking to court styles. So when we first started conceptualizing and brainstorming about this concept, we wanted to do something a little bit out of the ordinary. It was great that we were thinking alike; we didn't want to have this concept be too literal at first glance. We wanted to have some sophistication to this concept as we went forward. Being on the same page from the start made this a great project to work on.

What New Balance elements can be seen in the HS77?

The HS77 has a lot of new balance elements to it, the upper pattern takes is likeness from the 574. Our sonic technology, lightweight materials and comfortable fit reflect a lot of what’s happening with our performance product.

Do you think HS77 is an up and coming style? Why?

I think the concept behind the HS77 is an upcoming trend. Many brands are taking a look into their older models and trying to inject new life into the product. With the HS77 we took a base heritage model and added a new upper construction with a lightweight midsole outsole to give the product a really modern feel.

For more information and release details regarding the H574 Past, Present and Future pack, head over here.