New Balance partnered with boutique Japanese publisher “2nd” to print up a comprehensive magazine showcasing the new M1300JP2. The book features detailed photos and accounts of the production processes of the shoe — unfortunately for our English speaking readers, however, the publication is only available in Japanese text. We’ve long maintained the opinion that Japan does print magazines better and “2nd” is one of those. And more brands should follow in the footsteps of New Balance — there’s just something special about printed matter, especially when it’s focused around such great product.



Thorough research, stunning photography, lovingly crafted layouts and an eye for detail – this is what you can expect from every piece published by Lightning from Tokyo, Japan. Their publications bridge the gap between magazines and books, resulting in sensational products that are sure to please anyone who has a sense for the beautiful things in life.
Each publication from Lightning is produced and printed on high-quality paper in Japan. Most text in these publications is Japanese, with headlines, product names and numbers in English to provide some guidance to foreign readers. But readers will find that text is not what makes these tomes so special – it’s the abundance and quality of the topics at hand.

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