Le créateur de Chicago dévoile une double interprétation de la New Balance 2010. Deux silhouettes pensées comme une mixtape : imparfaites, brutes, et authentiques.
As the autumn season sets in, Joe Freshgoods continues his series of collaborations with New Balance. The designer from the West Side of Chicago, now essential for his way of blending design, storytelling, and emotion, unveils a new interpretation of an archive model: the New Balance 2010.
Photo credits: @joefreshgoods (Instagram)
Unlike the New Balance 2000 (the latest design, distributed exclusively in the capital), the model reinvents itself in two complementary silhouettes. On one side, the “Hand-Me-Downs”. On the other, an edition “Bag Lady”. Unveiled on Instagram, the two designs open the eleventh chapter of the saga between the two partners. While the New Balance 992 “Aged Well” was conceived as a project of maturity, almost testamentary, the New Balance 2010 marks a return to spontaneity. The Chicago native describes it as a more instinctive, freer creation, but just as loaded with intention.
"The 11th chapter of a luxurious and mysterious relationship between me and @newbalance. I wanted this project to represent the bag I find myself in right now, handled with care, sewn with love. Protected, comfortable. Minimal branding. Sexy. Aged Well felt like the last album of the saga... this is my mixtape DVD. Meet my friends: Hand-Me-Downs and Bag Lady."
The 2010, a reworked return to the roots
Far from a simple revival, the 2010 stands out as a hybrid silhouette, somewhere between technical running and visual imprint. Joe Freshgoods understands this well; here each pair plays with materials: fluffy textures, semi-aged overlays. Every detail seems to tell the passage of time. In terms of colors, autumn tones dominate, ranging from beige to brown, enhanced with thick laces. The result is deliberately raw, almost artisanal, as if each pair tells a unique story.
Where some aim for immaculate perfection, Joe Freshgoods embraces imperfection as a form of art. He describes his 2010s as “functional running shoes”, but also as “pain relievers for the feet”. And as always, the details make the difference. True to his approach to living design, Joe Freshgoods pays attention to every element. While at first glance the branding remains minimal, the insoles are adorned with the JFG logo, while chains hang on the sides, a nod to the designer's taste for accessories and customization. In terms of technology, each design retains the Abzorb SBS sole, a signature of the Bostonians. The result? Two pairs that combine retro aesthetics and functional modernity, designed for those who want to feel the pair as much as wear it.
Photo credits: @joefreshgoods (Instagram)
For several years, Joe Freshgoods and New Balance have been building a relationship where each project is inscribed as an episode of a known narrative. After Outside Clothes, Inside Voices, and Aged Well, the New Balance 2010 pack extends the story in a new form: that of nostalgia and lived experience. No official release date has been communicated yet. However, the pack could make an appearance at the ComplexCon from October 25 to 26 in Las Vegas. One thing is for sure: at Joe Freshgoods, a pair is not just a product, it’s a piece of life, a story sewn by hand.
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