Aimé Leon Dore, the brand that is obsessing the Internet for its collaboration with New Balance

We do not discover anything new if we confirm that the Internet and, specifically, Instagram have definitely changed the way of communicating and the way in which trends are established.Today the information comes much more directly and from profiles that, if existed in the era of the mass media, we had not even seen.Therefore, surely these days you have crossed with an Instagram profile that has shared these photos.

The image itself draws attention to its retro aesthetics, both for the aspect of analog photography and by those looks that seem taken from athletes from another time.Nostalgia is something that flips us.But what really induces the definitive one is how it can be grinding so much combing canas.This is the definitive proof that the style does not understand age and the desire of many of reaching this age so cool.The question is: where do these photos come from?The campaign belongs to the collaboration between the American firm Aimé Leon Dore and New Balance.

In 2014, New York was born in Queens, the Aimé Leon Dore brand - one of the brands that you should know in 2020 -.In full boom of Streetwear, the aesthetic point of view of its founder, Teddy Santis, perfectly combined the three basic pillars of American fashion: Sportswear (casual and casual clothing), streetwear (pieces with reminiscences to sports garments)And the preppy style cultivated in the Ivy League.The result were attractive timeless designs of retro aesthetics, very recognizable thanks to its cuts and combination of colors.They soon caught the attention of the connoisseurs in fashion and, in just five years, has managed to create a strong brand image, open the doors of their first concept store in the Nolita neighborhood (214 Mulberry St, New York) - a space thatIt is divided between store and cafeteria and that has already become a pilgrimage for fashion insiders - and launch capsule collections with great brands such as Puma, Woolrich, New Era, Kith or New Balance.And this is where we arrive at the viral boom.

In 2019, Aimé Leon Dore and New Balance allied to design three shoes: 997s, 990v2 and 990v5 - model that, totally dyed gray, would end up becoming the most wanted for those who know most fashionablely;and a small collection of clothing capsule.Same campaign style and the two models.Already the collaboration caused a sensation, it was exhausted in seconds and the resale portals began to make a box.

In December of that same year, Santis announced on his Instagram account the continuation of this successful marriage with a new logo - a multicolored contour that drew a retro runner through the NB of the sports firm -, which made us intuit that this time this timeThe collaboration would go further while the Internet set fire to conjectures.

In February 2020 the mystery was uncovered: although many opted that the 992 - the model that the sports firm intends to stand out in 2020 - the shoes they would launch, for spring / summer 2020 AIMÉ LEON DORE and NEW BALANCE have revealed a limited editionof the 827 in three color combinations and a complete collection of retro cut clothes - on the one that embroidered the famous logo that broke the Internet - that includes shirts, poles fleece, cotton craples and technical sets of Cagoul and Shorts.

Again, a single photo with the two most molds in the Internet on the brand's Instagram profile served to unleash madness.No text accompanied her, which further unraveled sneakerheads and firms followers.While the image was shared exponentially, everyone asked the same question: when would the collection be released?On Friday, March 13 at 11 am (at 4 p.m..During Spanish hours) it is put on sale both in the physical and online store of Aimé Leon Dore.How long will it last on the shelves this time?Bets are between 1 minute and scarce seconds.

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