New Balance x Loro Piana: Are these new 990×6 sneakers worth the hype?

Collaborations in the sneaker world often focus on flashy aesthetics or bold branding, but New Balance and Loro Piana (which is part of LVMH since 2013) have taken a more refined route with their latest partnership. This collaboration bridges the gap between high-performance athletic footwear and the understated luxury of Italian craftsmanship. It’s a union of two brands that are masters in their respective fields, and the result is a sneaker that feels as much at home in a boardroom as it does on a casual stroll through the city.

Loro Piana brings quiet luxury to New Balance

For those who appreciate quiet luxury and exceptional craftsmanship, this partnership delivers a wearable masterpiece. But how did two seemingly different worlds come together, and why is this collaboration one of the most talked-about launches of the year? Let’s dive in.

Why this New Balance x Loro Piana collab matters?

The sneaker industry is no stranger to partnerships. From streetwear giants teaming up with luxury maisons to limited-edition releases that spark overnight lines, collaborations are part of the culture. But New Balance and Loro Piana have opted to skip the hype-driven playbook. Instead, they’ve leaned into shared values: quality, longevity, and an appreciation for timeless design.

For New Balance, this collaboration reinforces its evolution beyond performance footwear. Over the past decade, the brand has cemented itself as a key player in the lifestyle market. While still producing cutting-edge athletic shoes, New Balance has cultivated a reputation for sophisticated collaborations with the likes of Aimé Leon Dore and Stone Island. Partnering with Loro Piana elevates the brand even further, positioning it as a leader in what could be called “luxury minimalism.”

For Loro Piana, the collaboration offers a fresh take on their expertise. Known globally for their unparalleled textiles—think cashmere and vicuña—Loro Piana is synonymous with discreet opulence. The partnership with New Balance gives the Italian brand an entry into a younger, style-conscious demographic, while still aligning with its DNA of timeless luxury. It’s a move that shows even the most traditional heritage brands can embrace modernity without losing their essence.

The sneaker: A closer look at the New Balance 990v6 x Loro Piana

The centerpiece of this collaboration is the New Balance x Loro Piana Made in UK 991, a silhouette that already has cult status among sneaker enthusiasts. This edition, however, takes the classic design and reimagines it through Loro Piana’s luxury lens.

Crafted in New Balance’s legendary Flimby factory in England, the sneaker features Loro Piana’s signature merino wool blend, a material revered for its softness, durability, and natural temperature regulation. The upper combines this premium fabric with supple leather overlays, creating a tactile and visually stunning effect. Muted earth tones dominate the palette, ensuring the shoe pairs effortlessly with anything from tailored trousers to selvedge denim.

Functionality hasn’t been overlooked, either. The 991 retains its signature ABZORB cushioning, delivering comfort and support that makes this sneaker as practical as it is stylish. It’s a harmonious blend of high-performance technology and artisanal craftsmanship—a balance that few collaborations achieve so seamlessly.

What’s in it for New Balance?

Collaborations are a strategic way for brands to signal their direction, and for New Balance, the Loro Piana partnership speaks volumes. By aligning with a heritage luxury brand, New Balance demonstrates its commitment to quality and sophistication. This isn’t just about chasing trends; it’s about creating products with lasting value.

Additionally, collaborations like this help New Balance appeal to a broader audience. The sneaker world is notoriously segmented—sneakerheads, athletes, and fashion-forward consumers often have different priorities. However, a project like this appeals across the board, uniting performance-driven buyers with those who prize craftsmanship and exclusivity.

This collaboration also solidifies New Balance’s position as a brand that understands the cultural moment. The rise of “quiet luxury” has seen consumers gravitate toward brands that offer subtlety and substance. Partnering with Loro Piana puts New Balance squarely in that conversation.

What’s in it for Loro Piana?

While Loro Piana’s name conjures images of cashmere coats and impeccably tailored blazers, the sneaker market is largely uncharted territory for the brand. Collaborating with New Balance allows Loro Piana to expand its reach while maintaining control over how its luxury ethos is presented.

This partnership also signals a shift in how traditional luxury brands view sneakers. Once considered too casual or mainstream, sneakers are now seen as a key accessory in the modern wardrobe. By working with New Balance, Loro Piana ensures its foray into this space feels authentic, rather than opportunistic.

Finally, this collaboration underscores Loro Piana’s adaptability. As the luxury landscape evolves, brands that can balance their heritage with innovation are the ones that thrive. This sneaker serves as proof that Loro Piana is willing to explore new avenues without diluting its identity.

Collaboration culture, and why it works?

At the heart of every great collaboration is a shared story. The best partnerships feel natural, not forced, and the New Balance 990v6 x Loro Piana sneaker is a perfect example. Both brands have built their reputations on quality, and this project allows each to showcase what they do best.

Moreover, the collaboration taps into the growing desire for cross-industry partnerships that blend different types of expertise. Sneakers are no longer just functional footwear—they’re cultural artifacts. By infusing New Balance’s technical know-how with Loro Piana’s luxury materials, this sneaker becomes more than just a shoe; it’s a statement piece.

The partnership also highlights the growing importance of sustainability. Loro Piana’s focus on ethically sourced wool aligns with New Balance’s initiatives to reduce its environmental impact. In a world where consumers are increasingly mindful of their choices, this emphasis on responsibility resonates deeply.

Why we can’t wait to get our hands on it (and neither should you)?

There’s something undeniably special about a product that feels rare yet approachable, luxurious yet practical. The New Balance 990v6 x Loro Piana sneaker is just that. It’s the kind of collaboration that doesn’t rely on flashy marketing or exclusivity to make its mark. Instead, it lets the product speak for itself—a refreshing approach in today’s oversaturated market.

This release is a must-watch. Whether you’re a seasoned sneaker collector or someone who appreciates a thoughtfully designed shoe, this collaboration is worth the hype. It’s a testament to how far the sneaker world has come and a reminder that style and substance aren’t mutually exclusive.

How to get your hands on it?

Check out sites like GRAIL, STOCKX, eBay and more.

Where culture meets craftsmanship

The New Balance x Loro Piana collaboration is more than just a sneaker launch—it’s a cultural moment. It represents the best of what partnerships can achieve when brands stay true to their identities while exploring new territory. For New Balance, it’s another step in redefining what a performance brand can be. For Loro Piana, it’s a masterclass in adapting to modern tastes without losing the essence of luxury.

If this collaboration is anything to go by, the future of sneakers is looking brighter—and more sophisticated—than ever. So, whether you’re planning to wear them or simply admire them from afar, one thing is certain: these sneakers are already a classic in the making.

Photos: Courtesy of New Balance, unless otherwise marked.