Of all the things Britain can still be quietly proud of, New Balance’s Made in UK line sits somewhere between Lucozade and a perfectly doughy Yorkshire pudding. All three reliable, comforting, and built with a level of craftsmanship that’s becoming harder & harder to find.
The reason for our lesser-spotted patriotic ramblings is that New Balance have just unveiled a new lookbook for their S2 Made in UK range. It’s a thoughtful nod to what British craft looks like in 2025 – not stuck in the past, not overly polished, but most definitely British.
Shot entirely on home soil, the lookbook brings together a cast of people who represent the better things about Britian. There’s that Charlie Cooper fella – the writer and actor behind This Country, whose face seems genetically engineered for deadpan shots, as well as a slew of other notable figures – Bashy, a MOBO-winning artist and Top Boy actor. NTS DJ Flo, who is forever helping us battle through hellish mornings. Professional skateboarder Charlie Birch and collage artist Jazz Grant.
The wealth of talented individuals have all been styled in pieces made at New Balance’s Flimby factory in Cumbria – a hallowed ground where craftsmanship reigns above all. Models like the 991v2, Allerdale, and 1500 make appearances – each built with that Made in UK trademark blend of premium materials, low-key design, and zero nonsense.
The creative approach mirrors the product: understated but still considered. The team behind the camera is entirely British – photographers, stylists, the whole lot – rooting the campaign firmly in the same culture it’s championing. It’s British without leaning too hard into clichés. No Union Jacks. No bowler hats. And thankfully, no Morris dancing either.
It’s a lookbook that serves as one of the best takes on British pride we’ve seen in recent memory. A take as tasteful as a Yorkshire pudding, and as refreshing as a highly carbonated bottle of Lucozade.
To shop New Balance’s Made in UK line, visit here.
