Eiyuki Kunii's view on the essence of New Balance and the new "1978
New Balance, which celebrated the 110th anniversary of its brand in 2016, has renewed its image with a new "made." name, considering the craftsmanship of "made in U.S.A." and "made in U.K." as the core of the brand, which it has been carefully protecting since its foundation. And this year, the brand is releasing the "1978" model, which is derived from the year 1978, when a very revolutionary event occurred for the brand, and everything down to the sole was manufactured in the U.S. The model is a new version of the "1978" model, which was created in Boston, Massachusetts. We asked Mr. Eiyuki Kunii of MITA Sneakers, who participated in a tour of the Boston factory, about the background leading up to the birth of the model and its appeal.
First of all, this is your first visit to Boston, the birthplace of New Balance.
the national wellThis is the second time I have visited New Balance's headquarters and the oldest factory in Skogen, when I participated in a project with Super Team 33 (a group of skilled craftsmen and women who are the pride of New Balance) released in 2007.
Do you feel the atmosphere of the city has changed since you came here?
the national well: I don't remember clearly because it's been a bit of time... but I feel that the influence of the world-renowned sneaker boutiques is becoming more pronounced, and new buildings are being added. What hasn't changed, though, hasn't changed at all.
. Mr. Kunii takes a picture of "1978" on display in the factory.
-This time I visited the factory in Norridgewock where the upper part of "1978" was sewn, and the Brighton factory in Boston where the sole is manufactured, so I didn't visit the same factory as last time, but is there any difference in the impression you received?
The factory in Norridgewock, Maine, where the "1978" is manufactured .
. Mr. Kunii takes a picture of the work at the Norridgewock Factory.
the national wellI was under the impression that the press tour was a gathering of the best and brightest, and that they were working on it. Last time, I had the impression that the work was a little rougher, and since it was in the U.S., I wondered about the quality and so on. However, when I saw the workmanship, the details were solid, and the quality checks were strictly scrutinized, and I think the work was more sophisticated.
A skilled craftsman cuts parts from leather .
Quality checks are thorough. Craftsmen are meticulous in their finishing work.
I also visited the new office building.
The new New Balance building in Boston's Brighton neighborhood.
The display at the entrance also featured a "580" that Hectic and Mitas Sneakers had worked on in the past.
the national well. I was honestly surprised to see how modern it had become compared to the old New Balance office building and other buildings. . Rather than having New Balance in some area, I was under the impression that that area was being redeveloped for New Balance. I had heard that the company has been protecting employment by hiring local people, but I also thought it was wonderful that the company was expanding employment in the city of Boston by becoming even bigger.
I'd like to get down to business. I would like to ask you about your impressions of the manufacturing process for the "1978" release, including the manufacturing process.
the national well. I had already seen the product itself, but what surprised me the most when I went to the factory this time was that everything was made in the U.S., even the soles.
Boston Manufacturing, newly established in 2002, manufactures the sole unit for the "1978".
I was also surprised to see that you had reteamed with Vibram, with whom you had a partnership to create the best outsole when the 990 was developed, to develop a one-piece injection sole unit.
the national wellUntil then, the highly functional sole unit had been made in Asia and completed by knocking down the upper sewn in the U.S. This time, however, state-of-the-art machines were installed at the Brighton Factory in Boston, which was newly established in 2002 for "1978," and even the sole was made, resulting in a 100% pure New Balance made in the U.S.A. I was really surprised to see that they were working on a New Balance made in the U.S.A. .
The sole, which was once manufactured in Asia, is now manufactured in the U.S.A. in "1978". The sole, which was once manufactured in Asia, is now manufactured in the U.S.A. "1978" is completely "MADE IN U.S.A.".
. a machine for manufacturing soles developed in cooperation with Vibram .
the national wellWhen I first saw them at the exhibition, I am not a nostalgic person, but... I had an image of "made in U.S.A." New Balance as stubbornly keeping the high road, so I was surprised and honestly wondered "how it is...? I was surprised and honestly wondered "how it would be...?" But, by experiencing this tour and witnessing the thoughts of the product managers and the manufacturing process, I think I was given a more flexible viewpoint. I realized the necessity and role of "1978," including the challenges of making 100% American-made sneakers, and my view of shoes has changed 180 degrees.
This is the first model made in the U.S. that has innovative elements like "1978.
The new "1978" series was created by combining craftsmanship and new technology.
the national wellI think the word "made." is a key word this time around, and I am sure it has many meanings, but first of all, it is important that the products are made with the premise of not leaving long-time customers behind, and that the pursuit of further pursuit of the product is appealing. As New Balance continues to be made in the U.S.A., it is absolutely essential to evolve even if we keep the tradition alive, and I hope that New Balance will take on innovative challenges such as this one. In fact, while New Balance has been on a tear for the past several years, I feel that the value of the made-in-U.S.A. heritage models has become a little worn out.... In such a situation, I could sense from the "1978" model that we need to take on the challenge of a "new made in U.S.A." shape.
What do you want to see happen?
the national wellI felt that New Balance is trying to raise its craftsmanship one or two ranks, and I hope that you will keep that in mind. I also heard the words "Future Classic" and "Modern Craftsmanship" from various people I spoke to this time, and I strongly felt that New Balance is trying to elevate the philosophy that it has been advocating, so I do not have a negative impression of the company. I was not.
I would like you to convey the essence of what it means to be MADE IN U.S.A. , or rather, to "put the fruit before the name".
the national wellWe have collaborated with New Balance many times as Mitasneakers, and when we released the "580", many New Balance fans were believers in "MADE IN U.S.A." and "MADE IN U.K.", and we have been expending a lot of effort to expand the values of these products. In the future, we will continue to work on how we should change the concept of "MADE IN U.S.A. and MADE IN U.K. should be like this," not only by New Balance people, but also by those of us who are allowed to handle the products, to convey the proper appeal and "we are doing this for a reason and a meaning. It was both a good learning experience and a strong pressure for me.
A photo with President Jim Davis, wearing his "1978" shoes.
Thank you very much.
The "1978" is a reimagining of New Balance's classic "990," combining new technologies and construction methods. The one-piece injection sole unit, which is lightweight, durable, and cushioned, was developed and manufactured at the Brighton Plant in Boston, U.S.A., in collaboration with Vibram, and all the materials used for the "1978" are made in the U.S.A. We hope that everyone will experience the fusion of craftsmanship and innovation.
ML1978 ¥17,800+TAX 23.0~29.0,30.0cm Color: Black/Gray, Burgundy, Navy Release date: March 18 (Sat)
