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Honor the heritage of the 990 in DC, Baltimore, and Philly by partnering with talent hailing from each city to highlight authentic spaces that showcase today's culture.
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Baltimore is home to generations of movers and shakers in the art and music communities, including photographer and multimedia artist Shan Wallace. Wallace has occupied Baltimore her entire life and aims to share the intricacies of the city with the masses through her visual works, which display Baltimore in an all-encompassing light. “I spend a lot of my time documenting Baltimore,” Wallace continues, “A lot of my work is really focused on informing the world of the culture of the city and the people of the city. There's an ongoing beautiful history happening that I feel deserves to be archived.” A large part of Baltimore’s culture is the personal style that many Baltimorians adopt. “Baltimore loves New Balance. I love New Balance,” Wallace expresses. She recalls going down to the local store to purchase new colorways with every new drop — the 990 being her favorite style. “When people are getting dressed here, they think about comfort. I think the 990 often inspires us to look better, so it also definitely drives our style,” she adds. Wallace explored the different ways the 990 has impacted her own style and the culture in Baltimore by taking us to some of her most meaningful spots in the city.
NEW BALANCE 990v6 SOUNDS OF AN ICON
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Baltimore
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Philadelphia
Baltimore is home to generations of movers and shakers in the art and music communities, including photographer and multimedia artist Shan Wallace. Wallace has occupied Baltimore her entire life and aims to share the intricacies of the city with the masses through her visual works, which display Baltimore in an all-encompassing light. “I spend a lot of my time documenting Baltimore,” Wallace continues, “A lot of my work is really focused on informing the world of the culture of the city and the people of the city. There's an ongoing beautiful history happening that I feel deserves to be archived.” A large part of Baltimore’s culture is the personal style that many Baltimorians adopt. “Baltimore loves New Balance. I love New Balance,” Wallace expresses. She recalls going down to the local store to purchase new colorways with every new drop — the 990 being her favorite style. “When people are getting dressed here, they think about comfort. I think the 990 often inspires us to look better, so it also definitely drives our style,” she adds. Wallace explored the different ways the 990 has impacted her own style and the culture in Baltimore by taking us to some of her most meaningful spots in the city. CLICK TO ENTER
The city of Philadelphia is characterized by its infectious energy and unwavering sense of camaraderie, but above all else, it thrives upon its diverse and dedicated residents. Philadelphians are strong-willed and take pride in their sense of style and self-assuredness. For Shannon Maldonado, founder and creative director of the conceptual shop and platform Yowie, Philadelphia is and always has been home. She grew up in the eclectic South Street neighborhood, where her creative passions began to blossom. “It felt like a safe space and it also felt like a space where every type of person hung out,” Maldonado explains, “The 990 feels like a shoe that speaks to Philadelphia because we have very strong opinions and are very passionate and it's definitely a shoe that has its own distinct style.” “I always felt like myself when I was on South Street — I could wear any crazy phase I was going through and that would be acceptable there,” she says. It’s this creative liberty that later led Maldonado to start her own small business, a home and lifestyle shop. Now, seven years later, the space has grown into a design studio and is soon to be a boutique hotel. Amidst all of this growth, Maldonado leans on comfortable, minimal garments and accessories to support her through the motions — one of her favorites being the New Balance 990. She explored the different ways the 990 has impacted her own style and the culture in Philadelphia by taking us to some of her most meaningful spots in the city. CLICK TO ENTER
The New Balance 990 is a sneaker that has defined culture and stood the test of time to become a footwear staple embraced by many. Adaptive and versatile, the silhouette has been a go-to shoe for all types of creatives looking to forge their own unique identities. Artists wear the 990 to create in their studios and explore their cities. Ultimately, the 990 is “the people’s sneaker.” Various cities across the nation have been heavily influenced by the 990, whether as a neighborhood’s unofficial style or as a symbol of solidarity amongst a tight-knit community. Hitting the road, Hypebeast traveled to the DMV, Philly, and Baltimore to speak to local legends and creatives about the lasting legacy New Balance and the 990 have imprinted on their cities. Bringing each city to life, viewers can engage in experimental field recordings and audio bites from each interview and distinct location.
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The city of Philadelphia is characterized by its infectious energy and unwavering sense of camaraderie, but above all else, it thrives upon its diverse and dedicated residents. Philadelphians are strong-willed and take pride in their sense of style and self-assuredness. For Shannon Maldonado, founder and creative director of the conceptual shop and platform Yowie, Philadelphia is and always has been home. She grew up in the eclectic South Street neighborhood, where her creative passions began to blossom. “It felt like a safe space and it also felt like a space where every type of person hung out,” Maldonado explains, “The 990 feels like a shoe that speaks to Philadelphia because we have very strong opinions and are very passionate and it's definitely a shoe that has its own distinct style.” “I always felt like myself when I was on South Street — I could wear any crazy phase I was going through and that would be acceptable there,” she says. It’s this creative liberty that later led Maldonado to start her own small business, a home and lifestyle shop. Now, seven years later, the space has grown into a design studio and is soon to be a boutique hotel. Amidst all of this growth, Maldonado leans on comfortable, minimal garments and accessories to support her through the motions — one of her favorites being the New Balance 990. She explored the different ways the 990 has impacted her own style and the culture in Philadelphia by taking us to some of her most meaningful spots in the city.
Lexington Market / Howard Street
Lexington Market and Howard Street are historic parts of Baltimore — these are the spaces that Wallace aims to preserve and showcase in her work. “I'm not only thinking about joy in my work, but I'm also not only thinking about brutality. I'm thinking about the larger spectrum,” she shares. Many of her photos are taken in Baltimore’s public spaces, as Wallace aims to display the diverse community networks that keep the city thriving. Many of the businesses sprawled across Howard Street are Black-owned businesses and Wallace emphasizes the importance of giving these spaces and communities visibility. “I feel like when we're talking about Black History and when we're talking about American history, we should especially be talking about a place like Baltimore because it's offered so much to this world,” Wallace adds.
Enoch Pratt Free Library
Enoch Pratt Free Library emphasizes the access to education that Wallace highlights through her work. “We've got all of these different, amazing thinkers and makers from the city. And I think because now we're all out in the world and we're all presenting Baltimore within our own right, people are becoming a little bit more educated and informed on all of the things that Baltimore has to offer,” Wallace continues, “Being from Baltimore isn't something that you can erase from a person. It is something that is a part of their genetic makeup, their physical makeup. If a person is from Baltimore, you're gonna know that they're from Baltimore.”
Baltimore Museum of Art
“In my work, I am often walking around six hours a day or going to where the marching bands are, and museums, and such,” Wallace shares. One of the many museums that has acted as a backdrop for her photos and archival work is the Baltimore Museum of Art. The museum provides free entry to all guests, so all have access to immersing themselves in the exhibits on show there.
DTLR Mondawmin Mall
Downtown Locker Room holds a significant place in Wallace’s memories, as this is the staple location where she would purchase all of her new sneakers and the spot that she cites as her first New Balance memory. She tells us that story, sharing, “The first memory I have of the 990 and New Balance is my mother taking me to Downtown Locker Room. This was in the early 2000s, I remember her taking me there and us getting matching New Balance 990s,” she continues, “I remember doing that faithfully throughout high school like clockwork. There are a lot of memories tied to those moments. Great, positive memories. And so many Baltimorians have this same story because it's a shoe that has just always been so active in our lives.” Hypebeast had a chance to speak to June Saunders, DTLR’s Director of Product Design as well, who expanded upon B-more’s love for New Balance: “I copped my first pair of 990s in the early 90s. Our love for the 990 series has been a local tradition for decades and is driven by the sense of purpose, design, comfort, and enviable reputation from back then to now.”
NEW BALANCE 990v6: SOUNDS OF AN ICON CITY: BALTIMORE, MD
Location: Shan’s Studio 120 w north ave, Baltimore, Md 21201 39.2904° N, 76.6122° W
Shan’s studio is where the magic happens. Before getting ready to spend a day creating, Wallace says she’ll usually, “...throw my apron on, put on my black pants, and complete the look with my 990s. It's like my uniform.” She always reaches for her 990s when working, as they provide the proper support she is looking for. On what this spot means to Wallace, she expresses, “My studio is the place where I house my archive and the main place where I'm making, processing, and thinking. It's like an office, but it's also my sacred space. Everything is kind of a little unorganized, but it's my second home.”
NEW BALANCE 990v6 CITY 01: BALTIMORE, MD
Location: Shan’s Studio 120 w north ave Baltimore Md 21201 39.2904° N, 76.6122° W
Location: good neighbor 3827 Falls Rd, Baltimore, MD 21211 39.2904° N, 76.6122° W
Good Neighbor is a go-to spot for Wallace to decompress and engage with her community. “Growing up here, Baltimore molded me into someone who is just really thoughtful about the city and who really, really cares. I’m always thinking ‘How can I be an artist that collaborates with the community?’” says Wallace, so visiting local spots is important in her daily routine. She is inspired by the design and interior elements of the coffee shop, stating, “To me, it feels like what I aspire to have in my home. The design there represents my type of interest in furniture, culture, and art. It offers a place of comfort because it's so beautiful and everything is just so thoughtful.”
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Location: Station North Tool Kit Library 417 E Oliver St, Baltimore, MD 21202 39.2904° N, 76.6122° W
“Station North Tool Kit Library is a place that I really love because it's run by artists. Artists sustain that place and make it what it is,” Wallace expands on the next stop. This is a destination for her to practice her creative skills, whether that may be in woodworking or sculpting. “Everybody there is just so warm and welcoming. People are always there to help you along the way. I've met some amazing people to collaborate with there as well. It's a place that definitely represents my craftsmanship aspirations,” she shares.
Location: Shake & Bake 1601 Pennsylvania Ave, Baltimore, MD 21217 39.2904° N, 76.6122° W
Shake & Bake is a significant spot not only to Wallace but to the cultural heritage that thrives in the city of Baltimore. “I went to Shake & Bake last night. It's on Pennsylvania Avenue, which is a historic street. It's still moving and shaking. I mean, all of us have been skating at Shake & Bake. In a lot of ways, that place has nurtured us as skaters and as a community. It's a place where you see your OGs and you're welcome there too,” Wallace shares. This close-knit community network is something that continues even outside of Shake & Bake, as Wallace cites some of the older generations as inspiration for her personal style. “The beautiful thing is — how I started wearing the 990s at least — is because I was seeing the older generation wearing them. I think that it's a shoe that connects our style,” she says. Shake & Bake is also a special spot for Wallace because of the culture it preserves. “It’s a beautiful place that keeps the skate community together, but ultimately just keeps the Black community together in a lot of ways as well.”
“This space serves as inspiration for a lot of people,” Maldonado shares. “It has a great mission of art for all.” Shannon explains. Institutions like this one allow all individuals access to creative tools and resources through a coworking and event space that highlights photography, music production, and podcasting. This was started by two Temple students, further spotlighting the dynamic creative community in Philly.
All Caps Studio
With another conceptual location on the way and a hotel project set to launch this summer, it is clear that Maldonado prefers to channel her energy through many different mediums. In the same way that Yowie is a multi-purpose space, All Caps Studio is both a brand and design house specializing in graphic design and photography — they share the same goal of educating and growing the community. “All Caps are really intentional about helping and educating and we have grown together in that as well,” Maldonado says.
ICA Philadelphia
The Institute of Contemporary Art is another artist hub in Philadelphia, contributing to the growing creativity in the city. It is one of the country’s premier museums bringing forth the most inventive art of our generation. Shannon elaborates on this burgeoning realm, “I feel like there's a really rich, new, self-made art and streetwear phenomenon here with kids that are launching their own lines, their own brands, people doing pop-up art galleries, and creating multi-purpose spaces.”
Caphe Roasters
Caphe Roasters is the first and only operating Vietnamese specialty coffee roastery in the city. The cafe operates out of the Kensington neighborhood, about twenty minutes from where Maldonado grew up. In the same way that the creative aims to bring a bit more color and vibrancy to the Philadelphia creative scene, Caphe Roasters enlivens the city and brings a new approach to the local realm through menu items that blend signature Philly food staples with Southeast and East Asian culture. Both Maldonado and the Caphe Roasters shop owners aim to bring diverse communities together through their passions — “They do a lot of community fundraisers as well. They’re a wonderful crew!” she exclaims.
NEW BALANCE 990v6: SOUNDS OF AN ICON CITY: PHILADELPHIA
REC Philly
Location: YOWIE Shop Hotel & Cafe 226 South ST, Philadelphia, PA 19147 39.9526° N, 75.1652° W
Maldonado always had a creative knack. She began sewing at ten years old which led to her creating custom clothing. “I've never wanted to follow the crowd. So even if there was a trend that was emerging, I would think, 'What is my version of that?' and maybe that was going to a thrift store, buying a button-down, and chopping it in half or bleaching it,” she shares. Though she loved paving her own artistic path, Maldonado often felt like she didn’t have a like-minded community growing up. “Yowie was the result of feeling like what I'd hoped to create just didn't exist here,” she continues, “We now feel like a part of the thread of Philly's
NEW BALANCE 990v6 CITY 02: PHILADELPHIA, PA
creative scene, and with our new space, we are creating an anchor on South Street. We love that our shop feels like a drop-in space for people that are working on different projects and the teenage version of me is just dying that I'm going to own a store there.”
Location: YOWIE Shop Hotel & Cafe 226 South Street Philadelphia, PA 19147 39.9526° N, 75.1652° W
Maldonado always had a creative knack. She began sewing at ten years old which led to her creating custom clothing. “I've never wanted to follow the crowd. So even if there was a trend that was emerging, I would think, 'What is my version of that?' and maybe that was going to a thrift store, buying a button-down, and chopping it in half or bleaching it,” she shares. Though she loved paving her own artistic path, Maldonado often felt like she didn’t have a like-minded community growing up. “Yowie was the result of feeling like what I'd hoped to create just didn't exist here,” she continues, “We now feel like a part of the thread of Philly's creative scene, and with our new space, we are creating an anchor on South Street. We love that our shop feels like a drop-in space for people that are working on different projects and the teenage version of me is just dying that I'm going to own a store there.”
Location: P’s & Q’s 820 South St, Philadelphia, PA 19147 39.9526° N, 75.1652° W
Maldonado spent some time in New York City in her early adulthood before moving back to her home of Philadelphia. Upon her return, one of the first stores she visited was P’s and Q’s. “It was really inspiring seeing the community that they built around their brand. They started in Chinatown and had this really interesting store that was more of a concept store,” Maldonado adds. This is eventually the approach that she brought to Yowie — a space that acted not only as a retailer but also as a connection point for fashion enthusiasts and creators. P’s and Q’s is also a New Balance retailer, so the spot conjures Shannon’s early New Balance memories. “I remember going back to school shoe shopping on South Street every year and always picking out New Balances. The 990 feels like a shoe that speaks to the city because we have very
strong opinions and are very passionate and it's definitely a shoe that has its own style.” The store owners at P’s and Q’s weighed in on their community impact as well; “Community is very important to us — we don't want to grow by ourselves, but to grow together with everyone around us. And we have a story to tell too. Especially here in Philadelphia, we’re proud of where we’re from.” On the 990’s impact on Philly, they shared, “In Philly, the 990 was one of the most underrated sneakers because it first had the reputation of being a dad shoe. But in reality, it actually became an instant timeless classic.”
Maldonado spent some time in New York City in her early adulthood before moving back to her home of Philadelphia. Upon her return, one of the first stores she visited was P’s and Q’s. “It was really inspiring seeing the community that they built around their brand. They started in Chinatown and had this really interesting store that was more of a concept store,” Maldonado adds. This is eventually the approach that she brought to Yowie — a space that acted not only as a retailer but also as a connection point for fashion enthusiasts and creators. P’s and Q’s is also a New Balance retailer, so the spot conjures Shannon’s early New Balance memories. “I remember going back to school shoe shopping on South Street every year and always picking out New Balances. The 990 feels like a shoe that speaks to the city because we have very strong opinions and are very passionate and it's definitely a shoe that has its own style.” The store owners at P’s and Q’s weighed in on their community impact as well; “Community is very important to us — we don't want to grow by ourselves, but to grow together with everyone around us. And we have a story to tell too. Especially here in Philadelphia, we’re proud of where we’re from.” On the 990’s impact on Philly, they shared, “In Philly, the 990 was one of the most underrated sneakers because it first had the reputation of being an old man, dad's shoe. But in reality, it actually became an instant timeless classic.”
Location: Fleisher Art Memorial 719 Catharine St, Philadelphia, PA 19147 39.9526° N, 75.1652° W
Fleisher Art Memorial is one of Philly’s oldest nonprofits where Maldonado took classes as a kid. “When I was a kid, I was really into art and design and I felt like an outsider. But now it's everywhere. There's finally an audience for it here and an appetite to see those things through and it continues to inspire me,” she shares. It has shaped her into the creative she is today, and now Shannon passes that along to the next generation. “They teach everything from ceramics to photography and in 2018 I joined the board of directors there, which has been a very full circle moment,” she reflects.
Location: Rittenhouse Square 1800 Walnut St, Philadelphia, PA 19103 39.9526° N, 75.1652° W
“The one thing Philly doesn't have enough of is green spaces,” says Maldonado, which is why one of her favorite meeting spots, or just a place to come and decompress from her work, is Rittenhouse Square. It also acts as a central location for her, as she is usually on the go. “I take public transit a lot so I feel like comfortable shoes, like the 990, that can take me from day to night, are really important to me. Since I run a small business, no day is the same for me,” she expresses.