{"id":237931,"date":"2026-08-09T21:25:22","date_gmt":"2026-08-09T19:25:22","guid":{"rendered":"https:\/\/www.parisselectbook.com\/?p=237931"},"modified":"2026-08-09T21:25:27","modified_gmt":"2026-08-09T19:25:27","slug":"jjjjound-revives-the-new-balance-740n-mushroom-at-e140-in-an-ultra-limited-run","status":"publish","type":"post","link":"https:\/\/www.parisselectbook.com\/en\/2026\/08\/09\/jjjjound-revives-the-new-balance-740n-mushroom-at-e140-in-an-ultra-limited-run\/","title":{"rendered":"JJJJound revives the New Balance 740N Mushroom at \u20ac140 in an ultra-limited run"},"content":{"rendered":"<p>Since <strong>2018<\/strong>, Montreal-based studio JJJJound and <a href=\"https:\/\/www.parisselectbook.com\/en\/2026\/08\/07\/peter-parker-wears-this-new-balance-574-in-burgundy-for-e120-throughout-the-film\/\"><strong>New Balance<\/strong><\/a> have formed one of the most respected partnerships in the sneaker world. Their latest creation, the <strong>740N &#8220;Mushroom&#8221;<\/strong>, arrives at <strong>\u20ac140<\/strong> and will be available on <strong>6 August at 10am<\/strong> on newbalance.fr. Understated, precise, and featuring an all-new texture, it adds another chapter to a decade of collaborations that have left their mark on the industry.<\/p>\n<h2>JJJJound and New Balance: a decade of landmark collaborations<\/h2>\n<p>It all started in <strong>2018<\/strong> with the <strong>990v3<\/strong>. Since then, Justin Saunders and his team have delivered a string of releases that have redefined the codes of <a href=\"https:\/\/www.parisselectbook.com\/en\/2026\/08\/07\/christian-dior-chose-this-grey-for-his-avenue-montaigne-boutique-back-in-1946\/\">minimalist sneaker design<\/a>. Each model has gone on to become a reference in its own right.<\/p>\n<p>The <strong>992<\/strong> remains one of the most pared-back New Balance silhouettes ever produced. The <strong>2002R<\/strong>, meanwhile, helped reignite the model&#8217;s <a href=\"https:\/\/www.parisselectbook.com\/en\/2026\/08\/07\/zendaya-chanel-aap-rocky-how-superheroes-became-fashions-new-biggest-stars\/\">popularity<\/a> with a broader audience. As a result, anticipation around every new JJJJound drop is enormous.<\/p>\n<p>The <strong>990v4<\/strong> and <strong>991<\/strong> also proved that the studio has a rare ability to elevate already exceptional <a href=\"https:\/\/www.parisselectbook.com\/en\/2026\/08\/07\/peter-parker-wears-this-new-balance-574-in-burgundy-for-e120-throughout-the-film\/\">sneakers<\/a>. Yet the 740N feels like it marks a new turning point in the collaboration.<\/p>\n<h3>The JJJJound signature, unmistakable at first glance<\/h3>\n<p>The studio&#8217;s handwriting is unmistakable from the very first look. The <strong>&#8220;Mushroom&#8221; and &#8220;Taupe&#8221;<\/strong> base is exactly what fans have come to expect from the label, restrained, but with a quiet sense of mischief.<\/p>\n<p>Look closer and you&#8217;ll find a <strong>deep navy lining<\/strong>, <strong>dark red accents around the eyelets<\/strong>, and an <strong>off-white tongue<\/strong>. These details give this Y2K-era silhouette an entirely different character. The shoe plays on contrasts without ever overplaying its hand.<\/p>\n<blockquote><p>&#8220;Restrained, but with a quiet sense of mischief.&#8221;<\/p><\/blockquote>\n<h2>A texture the studio hasn&#8217;t explored in a while<\/h2>\n<p>The combination of <strong>breathable mesh<\/strong>, <strong>synthetic overlays<\/strong>, and <strong>nubuck<\/strong> gives the shoe a texture JJJJound hasn&#8217;t worked with in some time. The clean, seamless upper only adds to the sense of controlled modernity. Every material has been chosen with purpose.<\/p>\n<p>But this isn&#8217;t purely about aesthetics. The <strong>reinforced midsole<\/strong> features <strong>Abzorb<\/strong> cushioning for optimal comfort. Style and function go hand in hand on this one.<\/p>\n<ul>\n<li><strong>Mushroom and Taupe<\/strong> colourway, a studio signature<\/li>\n<li><strong>Deep navy<\/strong> lining for a subtle contrast<\/li>\n<li><strong>Dark red<\/strong> accents around the eyelets<\/li>\n<li><strong>Off-white<\/strong> tongue and seamless upper<\/li>\n<li><strong>Abzorb<\/strong> cushioning for enhanced comfort<\/li>\n<\/ul>\n<h3>A special-edition box to complete the release<\/h3>\n<p>The whole package comes presented in a <strong>special-edition shoebox<\/strong>, designed exclusively for this drop. This kind of detail, a hallmark of JJJJound collaborations, is very much part of the experience. The object itself becomes as considered as the shoe inside it.<\/p>\n<p>This level of attention to packaging has become a defining trait of the studio. It also reinforces the perceived value of each pair, something collectors are particularly attuned to.<\/p>\n<h2>Price, date, and availability of the New Balance 740N<\/h2>\n<p>The <strong>JJJJound x New Balance 740N &#8220;Mushroom&#8221;<\/strong> will be available from <strong>6 August at 10am<\/strong> on newbalance.fr, priced at <strong>\u20ac140<\/strong>. Given the history of this collaboration, stock is likely to go fast.<\/p>\n<p>This release continues a relationship between JJJJound and New Balance that stretches back to <strong>2018<\/strong>. Each iteration has found its audience, from sneaker enthusiasts to design lovers alike. The 740N should be no different.<\/p>\n<p>For fans of the Montreal studio, this pair is another opportunity to own an object considered down to the last detail. Mark <strong>6 August<\/strong> in your calendar now, and head to newbalance.fr at <strong>10am<\/strong> sharp.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Since 2018, Montreal-based studio JJJJound and New Balance have formed one of the most respected partnerships in the sneaker world. Their latest creation, the 740N&#8230;<\/p>\n","protected":false},"author":13,"featured_media":237932,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2800],"tags":[3487],"quartier":[],"class_list":["post-237931","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode-en","tag-new-balance-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>JJJJound revives the New Balance 740N Mushroom at \u20ac140 in an ultra-limited run<\/title>\n<meta name=\"description\" content=\"JJJJound drops the New Balance 740N Mushroom at \u20ac140 on 6 August. 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