BIPOC Voices, Fashion, New Products

“My Story Matters” is New Balance’s latest collection to honor Black lives

Created by Black employees at the brand.

words by: Natasha Marsh
Feb 27, 2021


Like Apple, Vans, Foot Locker and many others, New Balance is celebrating BHM. To celebrate Black History Month, New Balance’s Black employees designed a new footwear and apparel collection called “My Story Matters.” Inspired by “your Sunday’s best”, or church clothing worn by Black men and women, it features tan, purple and burgundy colorways — centered on the brand’s 990v5 and 574 shoes.


Staring Jaden Smith and Coco Gauff, bold purple shades play out in majority of the pieces as an ode to the robe color of gospel choirs. Hoodies and T-shirts are printed with “My Story Matters” on the front and back for Black people and “Their Story Matters” for allies. “This Black History Month takes on a new meaning and importance in light of the events of this past year,” Chavon Cham, senior product manager for lifestyle apparel said in a press release.


“We wanted to create a collection that celebrates the power of Black stories, both in name and design. ‘My Story Matters’ drives home the core truth that every Black story has value and deserves a chance to be heard.”


The collection premiered on February 15 and is priced between $22-$180 USD. Critics and haters of the historically Trump-supporting brand are not impressed with the collection: stating that the proceeds should go to an organization that supports social justice or celebrates Black lives. While we can agree, we are happy this is a small (tiny rather) step in the right direction — what’s your take on it?


Photo via New Balance