DDCLab's Savania Davies-Keiller and Roberto Crivello are the new Creative Directors of New Balance. New Balance has named Savania Davies-Keiller and Roberto Crivello, founders of the hi-tech fashion brand DDCLab, Creative Directors of the sport-lifestyle brand.

Davies-Keiller and Crivello, who designed the current capsule collection for the brand, are expected to officially unveil their designs next spring, with selected styles set for early release at the newly built New Balance shop-in-shop in SoHo in New York City. Footwear is expected to retail from $100, with distribution targeted at DDCLab and specialty retailers including Colette, Barneys, Isetan and Fred Segal.

"Our main goal with New Balance Lifestyle is to deliver shoes that can be worn to support an active lifestyle with a focus on design material and color,” explained Davies-Keiller. “For example, fall ’08 includes fabrics such as aluminum coated rip-stop and steel infused nylons, soft gloved leathers and unique meshes.”

In an additional move to bolster its Lifestyle division, New Balance signed on Mother as its global branding agency of record. Said the agency’s partners Linus Karlsson and Paul Malmstrom, “We plan to work collectively to revitalize and lead the global fashion market by bringing New Balance Lifestyle to the forefront of the category. Consumers can expect to see compelling New Balance Lifestyle products and compelling New Balance Lifestyle consumer experiences.”