The British seaside was at its peak during the Victorian era as for the first time a holiday was allowed for working class people. A previously elite pastime of going to the seaside was promoted by doctors as a way to be healthier. Today remnants of the Victorian era still exist with piers, brightly coloured candy striped helter-skelters and carousels. On a bright sunny day you can still find people on deck chairs, eating a stick of rock or having ice cream whilst building sandcastles or paddling.
The Made in UK 577 pack have a helter-skelter on the tongue label showing the quintessentially modern view of the seaside and the sock liner mimics the striped deck chairs, whilst the bright pop’s highlight all the fun the seaside brings. We had a great day in Weymouth and Bournemouth at the chippie and ice cream shop – producing an authentic tale of craftsman by the sea… a second-generation beach sand modeller, a third-generation ice cream parlour and a beach hut craftsman, all in someway sharing the common values of New Balance.