Dubai, UAE, January 15,2024: Stamped by “1998”, this creative time capsule pays homage to an influential era while transporting you to the inner thoughts of Joe Freshgoods as he confronts his origins in tandem with his love of film and the arts. Inspired by the essence of the late ‘90s, as well as cinematography and hip – hop of that period, this campaign combines elements of luxury, thoughtful design, and nostalgic references. The collection further explores luxury through a cinematic lens, coupling storytelling and architecture with intentional and distinctive design for a visual experience on and off foot.
The Joe Freshgoods & New Balance MADE in USA 990v4 employs a classic black-and-white color scheme that calls attention to the refined curves, pronounced lines, and textural variations of the 2016 silhouette. Suede overlays are outlined by corresponding patent leather underneath, while mesh underlays cover the rest of the upper using the stark contrast of an inverse color. All of this sits on a matching ENCAP midsole and rubber outsole to complete the design.
Stark contrast: A classic monochromatic palette is used to create two inverse colorways.
Inspired details: ‘1998’ is printed on the heel tab, paying tribute to a formative year in the development of Joe Freshgoods’ personal design style.
A closer look behind the design from Joe Robinson:
“For this campaign I wanted to focus on iconic imagery from the late ‘90s. Growing up, magazine campaigns, movies and ads from that era greatly influenced my creative perspective. During this period, I began to appreciate the small details such as lights, materials and film, as well as understanding how these elements harmonize to create a cohesive visual experience. This awareness has significantly shaped my current approach to my creative work.” Joe Robinson, Creative Director of Joe Freshgoods
Product details:
- Suede overlays
- Mesh and patent leather underlays
- JFG printed foxing
- JFG branded inserts
- ‘1998’ printed heel tab
- Reflective details
- Cotton laces
- ENCAP midsole
- Rubber outsole
The Joe Freshgoods x New Balance Made in USA 990v4 will be available starting from January 15, only at New Balance in The Dubai Mall and retailing at AED 1,000.
About New Balance:
New Balance, headquartered in Boston, MA, has the following purpose: Independent since 1906, we empower people through sport and craftsmanship to create positive change in communities around the world. Manufactured in the U.S. for more than 75 years and representing a limited portion of our U.S. sales, New Balance MADE U.S. is a premium collection that contains a domestic value of 70% or greater.
New Balance owns five factories in New England and one in Flimby, U.K. New Balance employs 8,000 associates around the globe, and in 2022 reported worldwide sales of $5.3 billion. In the MENA region, New Balance has experienced strong growth, distributing and marketing its products across more than 17 countries and recently opened its latest flagship store at Dubai Hills Mall.
To learn more about New Balance, please visit www.newbalance.com and for the latest press information please visit http://newbalance.newsmarket.com.
About Joe Freshgoods
Joe Freshgoods is a designer and creative director from the west side of Chicago. He uses a unique blend of brand narrative, historical, and cultural references, which allow him to create authentic connections with streetwear lovers all over the world. The owner of Every Now and Then retail and resource company and co-owner of the renowned Chicago creative hub Fat Tiger Works, Freshgoods’ unique approach has led to partnerships with brands across the world. An avid proponent of arts education, his real mission is to tell stories through his collections.