Although Joe Freshgoods is best known for his New Balance sneaker collabs, the Chicago designer makes sure to always bring the heat when it comes to his apparel. Now that raffle wins for the 990v4s are going out, JFG reveals his in-house apparel collection for Fall/Winter 2023 attached to the “1998” campaign.
Like the footwear, the apparel in the “1998” collection is inspired by the music and cinema from a formative era in JFG’s life: the late ’90s. The 1998 film Belly directed by Hype Williams is a key point of reference not only for the 990s, but also for the accompanying leather jackets, inspired by the Avirex jackets worn by Nas and Method Man’s characters in the film. The JFG version features “Freshgoods” branding across the front and comes in two colorways: black and baby blue. While this piece is not an official Avirex collab, Freshgoods says to keep an eye out for Avirex x JFG coming in 2024.
The Belly references continue on the black collared button-up jacket. It features artwork on the back of a person wearing bunny ears, nodding to the scene in Harmony Korine’s Gummo that the characters of Belly are watching in Tommy’s crib. Meanwhile, the “Rise Above The Madness” long-sleeve references a deep conversation between Sincere and Shorty. Other pieces include a velour tracksuits adorned with nostalgic script logos and co-branded JFG x New Balance hoodies.
It wouldn’t be a JFG collection without the graphic tee. The t-shirt has played an important role in Joe’s career, so much so that Joe decided to showcase his love for tees with his 2020 Converse collab. The “1998” collection features a “Champion Sound” tee that pays homage to the dancehall sounds that infiltrated the radio waves in the late ’90s with the emergence of artists like Sean Paul (Sean Paul also appears in Belly). Another tee is inspired by the concept of “When The Homies Link Up.” Joe explains:
“I’ve always been captivated by the images of Black people joyfully partying together, particularly during the late ’80s and throughout the ’90s. From the vibrant backdrops to the genuine expressions on their faces and the eclectic outfits they wore, these moments are like precious museum exhibits of happiness within the Black community. In a world where tangible prints and photos have become increasingly scarce, I wanted to do something special.”
The Joe Freshgoods Fall/Winter 2023 “1998” collection drops this Saturday, December 16th in-store at Every Now & Then in Chicago and online on the JFG website (12pm CST). Check out the editorial and campaign photos below.
JFG “1998” Editorial:
Campaign starring Smino, Femdot, and Modi Oyewole: