Wtaps' New Balance 990v6 is understated and overbranded

By Adam Cheung

Wtaps (pronounced double-taps) is one of the biggest Japanese brands out there. Founded by Tetsu Nishiyama during the height of the ‘90s Ura-Harajuku movement – when the fashion world experienced a sudden influx of cool independent Japanese labels – it's long been known for a minimal-meets-maximal aesthetic. That’s why the upcoming Wtaps x New Balance 990v6 ‘Grey’ fits right into the canon.

Wtaps x New Balance 990v6 ‘Grey’

With a mixed material construction, this 990v6 collab works on top of an off-white mesh base and is overlaid by panels of grey perforated leather and pigskin suede. It's your standard New Balance affair, and it's a clean design that has been tried and tested for many, many decades.

But despite the simplicity, Wtaps has added an oversized logo across the lateral and medial sidewalls. They've also etched “USA” across the heel in a very big font (just so you know that this sneaker has been made in Uncle Sam's land), and if that wasn't enough, they've printed this around the back as well just to really drive the point home.

Wtaps x New Balance 990v6 ‘Grey’

Underfoot, the trainer sits on top of an extra chunky Encap-infused midsole that offers additional comfort and cushioning, and this foam unit is finished off with another logo located at the rear.

The 990v6 is a relatively new silhouette, and was introduced at the end of last year. But it's still managed to hold a lot of attention. Back in April, famed rapper/chef/wrestler/television presenter Action Bronson cooked up his own pair, and two months later, New Balance released the ‘Magenta Pop’, a sneaker that Barbie would most likely be very into.

Wtaps x New Balance 990v6 ‘Grey’

The Wtaps x New Balance 990v6 ‘Grey’ is set to release on August 25 in Japan, followed by a much wider drop a few weeks later at New Balance and select retailers for around £220.