Los Alamitos, CA (November 2021) – Here at Frieda’s we’re a little more obsessed with the kiwifruit than the average company. The fact that our fearless founder, Frieda Rapoport Caplan, introduced the kiwi to the American public in 1962 may have a little something to do with that.
This month, lifestyle retailer and design company Concepts International—famous for collaborating with manufacturers including New Balance, Nike and Adidas—has taken this unassuming fruit as the inspiration behind its latest collaboration with New Balance footwear. The New Balance 992 “Low Hanging Fruit” sneaker honors Dr. Frieda Caplan, the “Kiwi Queen,” and injects her spirit into popular culture.
“Recognizing what Frieda did in terms of breaking new ground in a male-driven environment is admirable in itself. Whether breaking the glass ceiling of produce or redefining fruit & veggie marketing, she’s always been in a league by herself. Uncovering these stories for our consumer and bringing them to life through fashion has always been at the forefront of what we do,” says Deon Point, creative director at Concepts.
Design details for the New Balance 992 “Low Hanging Fruit” deliver a textured balance of brown suede and pops of neon green, giving overt nods to the kiwi. The shoes feature a playful twist through a strawberry footbed, harkening back to 1990s Americana when the pairing of strawberries and kiwi made a dynamic flavor profile. Concepts will simultaneously be launching a matching apparel collection including the Concepts Icon hoodie, sweatpant and T-Shirts — all garments that inform a new luxury streetwear sensibility.
The Concepts x New Balance 992 “Low Hanging Fruit” launches November 12 at Concepts Boston, Concepts NYC and in exclusive partnership with Bodega LA. The full Concepts “Nothing is Real” apparel collection will launch in all stores and cncpts.com on November 12th.
Visit the Concepts website or stores to see the collection and celebrate our Kiwi Queen!