Why New Balance Still Makes Sneakers in the UK When No One Else Does
"Welcome to the heart and sole of UK shoemaking," is the warm message that greets you when you step through the doors of New Balance’s Flimby factory. That sentiment sets the tone for what happens inside — a home where craftsmanship and skill define every step of the process.
Lying along the picturesque coast of Cumbria, the factory is home to a family of skilled shoemakers who have spent years, or for some, decades, honing their craft, and carefully assembling some of NB’s most notable sneakers.
Though Flimby is an anomaly — a village of fewer than 2,000 people yet the birthplace of silhouettes that land on shelves globally. While most sneaker brands have long since outsourced production to distant corners of the world, New Balance has remained committed to UK manufacturing for over four decades. It started in 1982 with Jim and Anne Davies opening a small facility in nearby Lillyhall. By 1991, they expanded down the road to Flimby, where the brand’s Made in UK line continues the legacy of British craftsmanship today.
Accepting my invitation from NB with excitement, I ventured north to the coastal village to explore the factory and meet some of the people from New Balance who have shaped and continue to shape what Made in UK is today.
Inside the factory, it’s a symphony of precision. As I was guided through an organized maze of production, the unmistakable scent of leather and suede filled the air as skilled workers stitched, shaped, and assembled each pair with a level of care that many fully automated establishments simply can’t replicate. Even with the use of robotic arms and metal detectors, every shoe passes through multiple pairs of hands, each step scrutinized by the human eye to ensure that what goes into the New Balance shoebox is always up to standard.
Unlike mass-produced sneakers churned out by the millions, Made in UK models are crafted with the finest premium materials, heritage color palettes, and an attention to detail that borders on obsession. The recently unveiled Allerdale ‘Dark Brown’ is no exception — a full-grain brown leather masterpiece inspired by classic 1980s walking boots, reflecting the earthy tones of the Lake District's rugged landscape. The name itself is a tribute to the historic region in Cumbria, a reminder of the brand’s commitment to British craftsmanship.
“Now felt like the right time because consumers are increasingly looking for footwear that bridges casual wear and refined style — shoes that feel elevated but still offer New Balance’s signature comfort and practicality,” explains Sam Pearce, Senior Creative Design Manager. With close to a decade and a half at the brand, his natural collector’s mindset and historical lens ensured this new silhouette aligned perfectly with NB’s heritage while embracing innovation. Pearce continues, “The Allerdale is a bold step forward for New Balance, balancing a more formal aesthetic with our deep-rooted DNA in performance and craftsmanship.”
Beyond product development, marketing plays a key role in how these shoes are received by global audiences. Lee Stuart, Senior Marketing Manager EMEA Lifestyle, first discovered the allure of Flimby over 20 years ago through the Crooked Tongues 1500 pack, “the mystique of Flimby in a way that immediately captivated me — I knew I had to visit one day” he says.
A few years ago when he finally set foot in Flimby, it all clicked—the landscapes, the people, the sheer dedication behind every pair, as Stuart emphasizes, it was “priceless.”
When it came to marketing the Allerdale, Stuart and his team wanted to capture that same authenticity. “We believe that the hyper-local can have universal appeal,” he says. “For this campaign, we wanted to emphasize product quality while giving it its own character — a sense of humor, a focus on British identity, and a message about doing things at our own pace. That ethos applies not just to this shoe but to New Balance as a whole.”
The campaign is a celebration of craft and character, and it stars an older man strutting down the Cumbrian country roads with the swagger of someone half his age in a pair of Allerdales. On his way to play dominoes, albeit in NBs, he was fashionably late. “Creating the campaign was an absolute joy — every person involved was a superstar, and I think the final product reflects that energy,” Stuart shares. The choice of music — a song with deep significance in North England despite its American origins — was deliberate, mirroring how New Balance itself resonates globally while staying rooted in local culture.
Along with Allerdale, Flimby is also where two of New Balance's notable 1500 and 991v2 models are made. While the price points no longer match up to the original price points, the quality is just as good.
The evolution of the Made in UK range is something Dawn Brankley, Senior Product Manager, has witnessed firsthand in her 19 years with the company. “Back in 2004, the lifestyle range included the 860, 670, and 1500 — of which only the 1500 remains today. We transitioned from a performance-running brand with niche MADE in UK models for Europe to a collection with global appeal.” Over the years, the development process has changed significantly, moving from hand-drawn designs to CAD modeling and 3D prototypes, making the process more precise and efficient. “The biggest transformation has been the shift from local to global. While we still create localized launches, they are now strategically planned to strengthen the brand in unique ways.”
Every Shoe Passes Through Multiple Pairs of Hands, Each Step Scrutinized by the Human Eye
Flimby offers more than just the shoes themselves, the NB factory is regarded as a town treasure among those who reside there. In an era of disposable fashion and relentless automation, this unassuming factory is a reminder that true craftsmanship and community still hold great power. To the people there, Made in UK stands for made with love. The cold, sterile atmosphere of what a factory could be is far from what Flimby is like. Every person I observed on my visit wore a warm smile and worked at an astonishing pace with complete accuracy. Many of New Balance’s highly skilled employees continue to stay with the company, bringing in their children, siblings or cousins, with generations passing down into NB. “One of my most cherished projects was the Centenary Pack in 2006,” Dawn recalls. “It celebrated New Balance’s heritage and the incredible craftsmanship of the Flimby team. Each design highlighted our iconic colors — grey with navy accents, bespoke woven labels, and unique details that made it special. It was a heartfelt homage to the Flimby team’s dedication and legacy.”
In a world dominated by quantity over quality, Flimby stands as a quiet reminder that true quality is rooted in the hands of those who still take great pride in their work. The future of Made in UK is about preserving this unique story while continuing to evolve. “We will keep showing how special it is that this tiny town in the North of England produces the best lifestyle footwear in the world,” Stuart notes. “It’s not about being the biggest — it’s about being the best.”
