New Balance 2010 Gets a Frayed, Floral Makeover From The Whitaker Group
The New Balance 2010 is back in collab form today. The Whitaker Group, the boutique group behind A Ma Maniére, APB, Jaide and Social Status, has two new colorways in its long-running Willful Bias series, this chapter titled For Identity. Both pairs release on November 5, 2026 at $155 each.
Release details at a glance
The two pairs are the Mauve Cream (style code U20104WP) and the Mauve Grey (U20106KH). Unisex sizing, $155 retail for both. They go on sale through The Whitaker Group in-store and online, and Hypebeast reports an additional raffle through A Ma Maniére.
What the shoes look like
The theme this time is identity, and the design leans into a deliberately unfinished look. Both pairs use frayed suede panels, raw exposed stitching and loose edges that make the shoe look worn in before you have even laced it up. Think of it as a floral bouquet translated into suede: soft, shaggy shades of cream, pink, red and purple.
The Mauve Cream pair pairs cream mesh underlays with earthy pink suede overlays and a grey midsole. The Mauve Grey pair flips that, with grey mesh under purple suede and a cream midsole. Orange touches on the midfoot N logo tie the two together.
How it fits the Willful Bias story
This is the latest entry in a series that has moved through themes of discovery, education and community. The campaign for this one was shot by photographers Antiisoulcial and Nuku, one working with floral arrangements and Southern Black heritage references, the other documenting the shoes at a shared meal at a community restaurant counter. It gives the pair a story beyond the colors.
Who it suits
If you like the chunky, early-2010s runner look and want something with texture, this is a good pick. The distressed suede is the point, so it suits people who enjoy a lived-in sneaker rather than a clean, box-fresh one. If you prefer a quieter pair, the standard 2010 colorways are easier to wear with everything.
How it compares
New Balance has been busy on the collab front lately. Our look at the Comme des Garçons HOMME x New Balance 1890A shows the cleaner, more designer end of the range, and the Action Bronson x New Balance Baklava 2811 goes loud in a different way. The Whitaker pairs sit between the two: textured and artful without being over the top.
Where to buy
Check The Whitaker Group and A Ma Maniére for the drop, and New Balance is also listed as a retailer by Hypebeast. These collabs tend to sell through fast, so be ready on release day. For regular 2010 colorways, there are options on Amazon.
FAQ
When does the Whitaker Group x New Balance 2010 release?
Both colorways release on November 5, 2026.
How much do they cost?
Each pair retails for $155 USD in unisex sizing.
What are the style codes?
The Mauve Cream pair is U20104WP and the Mauve Grey pair is U20106KH.
Where can I buy them?
Through The Whitaker Group in-store and online, with a raffle reported at A Ma Maniére.
