In 1906, William J. Riley founded the New Balance Arch Support Company. Legend has it that Riley came up with the name “New Balance” by observing chickens in his yard, and demonstrated the way his arch supports worked, by keeping a chicken foot on his office desk. He explained to customers that the chicken’s three-clawed foot resulted in perfect balance.
This Global MADE. Made in UK Yard Pack takes inspiration from the colours of the roosters in William’s yard, paying tribute to New Balance’s humble beginnings.
A decidedly British exploration into the Flimby neighbourhood through stoic, stark photography and film of 2 metropolitan British individuals set against the harsh, inclement coastal elements of a traditional small Northern English town.