New Balance 990

Launched in 1982 at an unprecedented $100 retail price — nearly double any other running shoe — the 990 positioned New Balance as the choice of discerning adults who prioritized quality over flash. Its understated grey suede became the stealth-wealth footwear code for tech founders, architects, and eventually the "gorpcore" generation, with the v6 fetching $185 at retail and hundreds more on resale.