VILLA Celebrate Community with 'The Collective' NB247
With over 120 stores and counting, VILLA have established themselves as major players in the sneaker scene. But instead of global, the American retailer keep their focus local through their ‘Join The Movement’ initiative. JTM runs educational support, environmental improvement and economic empowerment programs in each store’s local community.
For their debut New Balance collaboration, VILLA home in on the theme of harmony with a special rendition of the NB247: ‘The Collective.’ The colab celebrates artistic collectives’ spirit of creation through cooperation and the sharing of ideas.
Built atop a pristine RevLite midsole, this 247 is a patchwork of pale pigments and textures – pig suede and leather – with a form-fitting inner sock for peak comfort. Hits of reflective 3M draw attention to asymmetrical branding on the lateral and medial sides, while scraps of recycled rubber spun through the gum outsole create a raw, flecked paint finish.
'Sneaker culture and art have always been two worlds that work together to make a masterpiece,' according to Adrian Gonzalez, VILLA's brand marketing manager. 'With this project, VILLA is trying to celebrate this organic collaboration by bringing together different elements and channels of art.'
In celebration of this colab's artistic origins, VILLA commissioned famous 'POPaganda' artist Ron English to produce a painting with his interpretation of the collaboration.
The VILLA x New Balance 247 'The Collective' will go on sale October 21, exclusively through select VILLA stores and VILLA's online store.