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 more healthy. 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.
In homage of such traditions, New Balance have released the 577 Seaside Pack whilst also celebrating the work of three British seaside craftsmen who keep Britain’s unique traditions alive –
Figgi the Artisan Ice Cream Producer, Steve the Beach Hut Manufacturer and Mark the Sand Sculptor. Both the M577GBL (Yellow / Blue) and M577NBS (Orange / Green) have a unique helter-skelter tongue label showing the quintessentially modern view of the seaside and sock liners mimicking the striped deck chairs. Also within the box, you will receive two postcards – one for you to keep, and one to send back to Flimby telling New Balance where your 577s ended up on their holiday.
Check out New Balance's inspiration for the Seaside Pack in the video below, and shop the collection at Concept here.