Concepts and New Balance are preparing for a strong year of releases and they’re kicking it all off with a deep purple sneaker inspired by the colour of a sea snail – the 990v2 “Tyrian.”

The release derives inspiration from Tyrian Purple, a particular hue used dye expensive royal garments in ancient times. The premium suede upper is covered in the tone and complemented by reflective highlights on the N branding.

The 990v2 ‘Tyrian’ will be released on March 10 exclusively at Concepts retail locations and on for $220.