Dubai, UAE-: Stamped by “1998”, this creative time capsule pays homage to an influential era while transporting you to the inner thoughts of Joe Freshgoods as he confronts his origins in tandem with his love of film and the arts. Inspired by the essence of the late ‘90s, as well as cinematography and hip – hop of that period, this campaign combines elements of luxury, thoughtful design, and nostalgic references. The collection further explores luxury through a cinematic lens, coupling storytelling and architecture with intentional and distinctive design for a visual experience on and off foot.
The Joe Freshgoods & New Balance MADE in USA 990v4 employs a classic black-and-white color scheme that calls attention to the refined curves, pronounced lines, and textural variations of the 2016 silhouette. Suede overlays are outlined by corresponding patent leather underneath, while mesh underlays cover the rest of the upper using the stark contrast of an inverse color. All of this sits on a matching ENCAP midsole and rubber outsole to complete the design.
Stark contrast: A classic monochromatic palette is used to create two inverse colorways.
Inspired details: ‘1998’ is printed on the heel tab, paying tribute to a formative year in the development of Joe Freshgoods’ personal design style.
A closer look behind the design from Joe Robinson:
“For this campaign I wanted to focus on iconic imagery from the late ‘90s. Growing up, magazine campaigns, movies and ads from that era greatly influenced my creative perspective. During this period, I began to appreciate the small details such as lights, materials and film, as well as understanding how these elements harmonize to create a cohesive visual experience. This awareness has significantly shaped my current approach to my creative work.” Joe Robinson, Creative Director of Joe Freshgoods
• Suede overlays
• Mesh and patent leather underlays
• JFG printed foxing
• JFG branded inserts
• ‘1998’ printed heel tab
• Reflective details
• Cotton laces
• ENCAP midsole
• Rubber outsole
The Joe Freshgoods x New Balance Made in USA 990v4 will be available starting from January 15, only at New Balance in The Dubai Mall and retailing at AED 1,000.