For its latest collaboration with New Balance, The Whitaker Group is making a case for imperfection as beauty.

The Whitaker Group x New Balance 2010 “For Identity” capsule sees the retro-inspired lifestyle sneaker appear in two colorways with raw construction. Embellished stitches are scattered throughout the uppers of both, many of which allow stray threads to dangle far off. Atop the mesh base, most of the overlays are also rendered in shaggy shade for a further emphasis on texture.

Also uniting the two colorways is a pastel theme, as each is defined primarily by a tonal peach or lilac treatment. The peach pair mixes several shades of the color on its upper, including a particularly vibrant “N” logo, along with cream while sitting atop a sole unit featuring grey, blue, purple and pink. The purple variant then swaps the applications of grey and cream while featuring a black outsole and an orange “N” logo serving as a greater contrast.

Despite carrying the aesthetic signature to retro running shoes, the 2010 was actually launched by New Balance in 2025. Its upper combines elements from several versions of the 990 and sits above a sole unit bridging the 1906 and 2002 with an Abzorb midsole and SBS gel pads at the heel.

The Whitaker Group and New Balance first collaborated in 2025, and it’s been on a prolific run this year by adding Adidas and Puma as new partners while also continuing its existing relationship with Nike. For its most recent New Balance release, the parent company of A Ma Maniére and Social status dropped a bright yellow and black 1890 in March.

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