Joe Freshgoods x New Balance SS24 “When Things Were Pure” Collection

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Following a first look at the 1000s, Joe Freshgoods and New Balance have officially unveiled their collaboration for the Spring/Summer 2024 season.

Titled “When Things Were Pure,” the project is a throwback to the 2000s, specifically the year 2003. “When I think about the time when things were pure, I’m constantly placed back to the early 2000s when the social environment of the basement party was peak LIFE for me and my friends,” says Joe Freshgoods. “From the circle of faces getting ready to footwork to counting how many times you got juked, the early 2000s were pure.”

The stars of the collection are the two colorways of the New Balance 1000, an obscure silhouette originally released in 1999 with sleek modern lines and old school chunkiness. JFG revives the silhouette with colorways nicknamed “Pink Mink” and “Black Ice,” making references to Cam’ron’s iconic fit from 2002 and the air freshener used to cover up the scent of that loud in the whip.

After dropping a hilarious “breaking news” teaser video referencing the iconic clip of the Get Money Boyz, JFG takes it back to the days of basement juke parties on the West Side of Chicago in the official campaign film. The video was shot like a clip from Wala Cam TV, a Chicago-based platform featuring footage from juke parties and dance battles at Da War Zone.

 

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There’s a myriad of references to the early ’00s fashion in the clip and in the collection’s lookbook. Oversized polos and jerseys, airbrushed tees, rubber bands on cuffs of jeans, band-aids on faces inspired by Nelly.

The references to this longgone era are also found on the JFG SS24 apparel. There’s a Fubu-esque “Hot Boyz” jersey named after the Cash Money rap group. A long sleeve tee features the phrase “Neighborhood Superstar Goin’ Far,” a lyric from Baby’s verse on Big Tymers’ “Big Ballin’.” Plus, the JFG x New Balance “Mall Rat” tee and the “Chihuahua” Hoodie are reminiscent of the clothes you could get while hanging out at the mall with your crew when that was the thing to do.

“Inspired by half a days, the pink house on central, burning CDs, using the family computer, Wala Cam, pep rallies, and more. It continues to be very important to discuss the year within the product so you can understand the design tones of this collection.” — Joe Freshgoods.

EQL raffles for the Joe Freshgoods x New Balance 1000 are open now on the JFG website and close on Thursday, April 11th. The full collection will be available online on Friday, April 12th (12pm CT) and in store at Every Now and Then. A wider release for “Black Ice” 1000s will take place April 19th on the New Balance website while the pink colorway will remain JFG exclusive. Check out the lookbook and official footwear shots below.

Joe Freshgoods SS24 “When Things Were Pure” Lookbook featuring KEY!:

Joe Freshgoods x New Balance 1000 “Pink Mink”
Style Code: M1000JG1
Release Date: April 12, 2024 (JFG)
Price: $170 USD

Joe Freshgoods x New Balance 1000 “Black Ice”
Style Code: M1000JF1
Release Date: April 12, 2024 (JFG)
Release Date: April 19, 2024 (New Balance)
Price: $170 USD

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