New Balance and Concepts, a streetwear retailer from Massachusetts, collaborated on an exclusive version of the 990v2 silhouette. This shoe, called the Concepts x 990v2 Made in USA 'Tyrian,' takes inspiration from the luxurious natural garment dye used by ancient empires and kings. The upper of the sneaker is crafted from premium purple suede, mirroring the rich color of Tyrian Purple. This particular dye, obtained from sea snails, was known for its exorbitant price. Additionally, the shoe showcases Concepts-branded lace aglets, a lace lock with a tortoiseshell design, and reflective accents on both the ‘N’ logo underlay and the heel tab.