
A few weeks ago, we packed our bags, laced up our comfiest kicks, and made our way to a tiny town tucked into the rugged Cumbrian coast: Flimby. For most, that name might not ring a bell, but for sneakerheads and lovers of heritage craftsmanship, Flimby is kind of a big deal. It’s the heart of Made in UK New Balance — and we were lucky enough to get the full behind-the-scenes experience.
Our journey started at Flakebridge Estate, a charming countryside house where we all settled in, met the rest of the crew, and shared a welcome dinner that laid the foundation for the weekend ahead. We were each handed a pack with local insights, a bit of backstory on Flimby, and of course, some New Balance essentials to get us in the zone. It was the kind of thoughtful touch that immediately set the tone — quiet luxury, but with soul.
The next morning, we made our way down winding roads to the New Balance factory. As soon as we pulled up, it was clear: this was no ordinary facility. The Flimby factory has been producing New Balance sneakers since 1982, and walking through its doors felt like entering a time capsule of British manufacturing pride. We were welcomed by Dawn, Senior Product Manager for Made in UK, who gave us an overview of the brand’s history at the site. She explained how the factory has kept local jobs alive for decades, building shoes with care, consistency, and community at the core.
After the intro, we split into smaller groups to explore different corners of the operation. On one side, we toured the live production floor, where we watched the process of the 991v2 come to life. It was surreal seeing each part of the shoe being carefully assembled by hand — from cutting the pigskin suede to stitching panels and attaching the sole units. Every movement was deliberate, every step done with pride. These shoes aren’t just “made in the UK” as a label — they’re crafted here, by people who know the product inside and out.
On the other side, we were led through the New Balance archive by Sam Pearce, Senior Creative Design Manager. This part felt like stepping into a museum — one made for sneaker obsessives. Sam pulled out rare silhouettes, collabs from the vault, and heritage pieces that spoke volumes about how far the brand has come. Gloves on, cameras clicking — we were in awe the whole time. The attention to detail, the storytelling behind each design, and Sam’s clear love for the craft made the experience unforgettable.
Later that day, we also got to witness the 991v2 customisation process. Everyone was gifted a pair, which felt even more special after seeing exactly how much work goes into every stitch. It’s one thing to receive a product — it’s another to understand its journey. We wrapped up the factory visit with a few casual interviews and a quick stop at the NB outlet, but the vibe remained the same: grateful, grounded, inspired.
The next day, we shifted gears and leaned into the landscape. We stayed local, shooting content that highlighted the Allerdale — New Balance’s newest Made in UK silhouette, named after the surrounding borough. The Allerdale is part boot, part sneaker, and all function. It’s rugged enough for the countryside but refined enough for the city. We didn’t take them on the hike (they were way too clean), but we styled them out in nature and let the contrast do the talking. Against the backdrop of Cumbrian hills and stone fences, the product just made sense. You could see how it was born of its environment.
Back at the house, we closed the trip with a family-style dinner — the kind that doesn’t need phones or photos, just people and conversation. There was laughter, storytelling, and that rare feeling you get when something genuine just... works. The house felt like a creative bubble for a few days, and none of us wanted to pop it.
Looking back, the Flimby trip was more than just a brand experience. It was a reminder that great products don’t just come from ideas — they come from people, places, and purpose. In a tiny coastal town with no frills, New Balance continues to build some of the finest sneakers on earth, and they do it with a level of care that’s hard to find these days. Flimby might be small, but its impact is massive. And now that we’ve seen it up close, it feels even bigger.