PROJECT | New Balance, 40 Years of Flimby

Brief:

To celebrate 40 Years of New Balance ‘Made in UK’, Hartcopy joined the Boston giants to produce a commemorative book followed by silhouette seeding for recipients sourced and provided by Hartcopy.

Whilst it wasn’t as weighty as the Hartcopy: Journal Vol. 1, the history behind each page was sourced directly from Flimby and New Balance HQ - as provided by the archive team themselves. From start to finish, this publication took the reader on a journey through Flimby, starting with its ripe history before attributing those currently working within the manufacturing process. 

Towards the book’s end, Hartcopy secured an exclusive interview with Made in UK lead and all-round New Balance encyclopaedia Samuel Pearce, who gave further insight into what it means to be Made in UK.

On the seeding and activation front, Hartcopy distributed the final product alongside a pair of Made in UK 920, one of NB’s more recent silhouettes. Without touching press outlets, the publication was picked up by Kickgame as well as gaining traction on our own platform.

Post-launch, New Balance hosted a mini-festival on the Flimby grounds, inviting influencers and brand representatives to celebrate 40 years together. Within each ‘gifting’ bag, was a copy of the book, meaning notable names from Patta, Hypebeast, and so forth are all in possession of this article.