Paperboy Tokyo and New Balance Team up for Limited-Time "Custom Uniform Service" Capsule
The Paris-based café and the sportswear giant launch a temporary customization event for tops.
Summary
Paris-based café paperboy is joining forces with New Balance for a unique collaborative project
The limited-time "Custom Uniform Service" event allows participants to customize collaborative tops
The exclusive activation is scheduled to run for just two days in July 2026
New Balance has officially joined forces with Paris-based culinary lifestyle Paperboy to launch a unique apparel experience dubbed the “Custom Uniform Service” at their newly opened Paperboy Tokyo cafe. The temporary activation will provide fans with an exclusive opportunity to customize collaborative tops for a very limited time window.
The latest joint venture commemorates the opening of their Tokyo café while also bridgeing the distinct subcultural lifestyle aesthetic of the Paris café paperboy with New Balance’s legendary sportswear heritage. Under this special initiative, the duo is hosting a limited-time apparel customization project where consumers can create their own personalized tops. This highly interactive custom apparel service continues the ongoing creative relationship between the popular Parisian eatery and the Boston-based sportswear giant.
While specific graphic layouts, material options, and base colors have not been fully detailed by either brand, the custom service focuses heavily on blending community culture with bespoke apparel elements. Given the highly limited nature of the temporary two-day activation, any tops customized during the special service are expected to become immediate collector’s items.
The Paperboy Tokyo x New Balance “Custom Uniform Service” activation is officially scheduled to run from July 19 to July 20, 2026.
