Charlotte Favreau

Joe Freshgoods and New Balance Are About to Drop a New Pack

25 April 2023

3 minutes

The Boston brand and the Chicago designer continue their meteoric rise with this new pack titled "Beneath the surface".

Following the resounding success of the Performance of Art: Made To Wear Well pack, featuring three New Balance 993, the two partners are back in 2023 for a fifth unprecedented chapter. This time, no bright colors. New Balance and JFG unveil an outdoor inspiration, far from the palette that defined the first collaborations.

Over time, the Boston brand has garnered unanimous praise with every partnership with the Chicago native. Whether on the New Balance 2002R or the New Balance 9060, the virtuoso Joe Freshgoods has consistently brought a fresh touch of authenticity with his bold compositions. However, following his vibrant and colorful exploration, he innovates and takes a more earthy direction.

Indeed, the artist sets aside his funky side and unveils his very first camo pattern. On his Instagram account, the designer expressed with pride: "I wanted to explore the different ways we could use the JFG print to bring out the details - from the tonal base of the shoe to the mesh, every detail was designed with care".

Titled "Beneath the surface", the pack reveals three meticulous and unprecedented silhouettes ready to venture outdoors and definitively close his colorful chapter.

Photo Credits: @joefreshgoods (Instagram)

The Outdoor Inspiration According to Joe Freshgoods

Storytelling is a central element of the Joe Freshgoods x New Balance partnership. Each campaign is accompanied by captivating visuals, photos or videos showcasing his work and the thought process behind it. True to form, Freshgoods continues his narrative with a quote: "Looking beyond what's immediate". Seeking to see further than a stylish accessory, digging deeper, going beyond what is immediately visible and apparent. Simply put, "Beneath the surface".

To explore this concept, the collection uses subtle and complex visual effects, inspired by the inner workings of the mind and the hidden aspects of personality. For this occasion, the New Balance 610 opts for a mesh base along with suede overlays. However, JFG's custom camouflage is applied with subtlety and elegance, whether on the two 610 silhouettes or the Rainer Boot, bringing that sought-after depth.

Photo Credits: @joefreshgoods (Instagram)

It's "easily my most detailed shoe with New Balance to date", JFG emphasized. He brings particular attention to details, which combine perfectly with his hiking inspiration. Furthermore, the two partners bring more technicality, as the two New Balance 610 rest on a sole composed of C-CAP and ABZORB cushioning. The Rainer Boot, meanwhile, is equipped with all-season specifications including GORE-TEX material and a Vibram outsole for improved durability and reliability.

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