New Balance. There are few brands on the market that have the same panache for easy-to-wear lifestyle silhouettes, that are equally present on fashion circuits as in everyday street settings. Founded in 1906 by William J. Riley, the label has been responsible for some iconic models over the years, including the 99X range, the 990 lineage, the 327, 550, 2002… the list goes on. Our Women's New Balance Shoes selection includes all these and plenty more to supplement your rotation.