The Joe Freshgoods and New Balance combination has played a key role in the sneaker world for some time now. Indeed, while the Boston-based brand loves collaborating with the best artists and discovering talented partners, it has been a unanimous hit with every pairing alongside the ingenious Chicago native.
While his latest collaboration Conversation Amongst Us was a resounding success, delivering a New Balance 2002R, a New Balance 550 and a New Balance 574, he has now taken on a new retro silhouette from the running brand: the New Balance 993.
Following several weeks of teasing on his social media, Joe Freshgoods unveiled his new exclusive collection titled Performance Art Made To Wear Well. Composed of a trilogy of 993s and a clothing capsule, the Chicago native used this announcement to declare the end of an era, not of his work with the brand, but the end of his use of a color palette that has driven him since his first 992.
Photo Credits: @joefreshgoods (Instagram)
The return of the New Balance 993 with a pastel finish by Joe Freshgoods
If there is one thing that captures the soul of Freshgoods, it is pastel colorways. A true master in this area, he once again infused his funky inspiration drawn from his Chicago neighborhood into three 993 silhouettes. And the result is quite successful!
All faithful to the original 2008 version, they feature a superb Made in USA finish and break away from the traditional colorways typically found at New Balance. His unique approach to sneaker culture delivers a recipe similar to the New Balance 9060 Inside Voices "Penny Cookie Pink", as each silhouette is dressed in a pastel mesh base. Suede overlays in blue, green or pink are added to the upper, respectively enhancing the retro look of the 993. To complete these bold silhouettes, the two collaborators add subtle branding details that provide the perfect finishing touch.
Photo Credits: @joefreshgoods (Instagram)
"This represents my journey. When I started working with New Balance, I didn't know it would go this far. If it were a book, the 993s would close the first chapter. It's a combination of all my shoes put into one pack," he explained about the conception of his collection.
Joe Freshgoods also emphasized that "this project is the end of a chapter. If you line up all the shoes I've designed with New Balance, you'll notice the complementary colorways"
The Joe Freshgoods x New Balance 993 Made In USA "Arctic Blue" and the Joe Freshgoods x New Balance 993 Made in USA "Sage" released on October 21, 2022 on New Balance at a retail price of 240€, while the Joe Freshgoods x New Balance 993 Made in USA "Powder Pink" was a US exclusive released only through an in-store raffle in Chicago.
Joe Freshgoods x New Balance 993 Made in USA "Arctic Blue"
View on the comparatorJoe Freshgoods x New Balance 993 Made in USA "Sage"
View on the comparatorJoe Freshgoods x New Balance 993 Made in USA "Powder Pink"
View on the comparatorA powerful new campaign from the designer
"Performance Art is my interpretation of working with New Balance and the final chapter of this color story"
Storytelling is a central element of the Joe Freshgoods x New Balance partnership. Each campaign is accompanied by compelling visuals, photos or videos brilliantly showcasing his work. For his latest colorful collaboration, Freshgoods this time celebrates the creativity of the Black community in all its forms, highlighting both the profound and the mundane, because according to him, there is no mundane, only the spectacular.
The Performance Art Made To Wear Well project revolves around a single quote: "The beauty of art is not that all things must be made for it. We take it and make it our own."
To showcase his merch, composed of patchwork pieces and velour tracksuits, the artist enlisted numerous celebrities. Actress Storm Reid and R&B legend Monica star in the campaign alongside artist Rello, influencer Scottie Beam, Jaden Smith, Zach Lavine and a handful of other creative minds from the Joe Freshgoods family.
Photo Credits: @joefreshgoods (Instagram)
Brilliantly showcasing each New Balance 993, the capsule collection also released on October 21 via the JoeFreshgoods website.