The photography and styling of the project reinforce this ethos, with a new lookbook that showcases the versatility of the collection. Rather than adhering to a single vision of British heritage, New Balance’s British-made footwear fits seamlessly into both classic and contemporary wardrobes. The 991v2, 1500, and Allerdale are positioned in the lookbook to highlight their adaptability: worn casually with workwear staples, elevated with tailored pieces, or paired with performance-inspired layers. The result is a campaign that frames Made in UK as something dynamic, ever-evolving, and deeply embedded in British culture.

Beyond the shoes themselves, the story of the project also nods to the wider ecosystem of creative production. Every aspect of the shoot – from photography to videography – was helmed by a team of British creatives whose work (much like the shoemakers at Flimby) relies on skill, precision, and an eye for detail. By framing Made in UK as a broader celebration of craft, New Balance and Hip move beyond product storytelling to explore what it really means to create with intention.

In a world where mass production often overshadows artistry, the Made in UK campaign stands as a reminder of the people behind the process. Whether in the construction of a shoe or the composition of an image, craft is at the heart of it all.