Just last month, Chicago native Joe Freshgoods took to social media to reveal what he proclaims is the early best in show of 2020 — a collaboration that, while once assumed to be much smaller in breadth, is actually just one piece to a much larger All-Star themed puzzle. Lead by old staples and basketball signatures, the capsule is a love letter to New Balance proper, a brand that the creative shows obvious love for in his attached monologue: “It feels like we’ve known each other since forever, that’s why it feels so good,” he states. As an extension of his Don’t Be Mad imprint, DIY themes run amok within the shapes of graphic tees, jerseys, and complementing hoodies, while the footwear catches attention by way of the newly revitalized 992 and Kawhi Leonard’s OMN1S.
Despite its sports-focused introduction, the capsule, which falls under a “No Emotions Are Emotions” namesake, sets an overall tone inspired by Valentine’s Day during which the 3-day event falls. The lifestyle component is undoubtedly the most blatant in its styling, switching up its pig suede constructions with a vast variety of different pinks: light shades across the lateral side panel and N Logo with more saturated, almost red counterparts along the heel counter, toe cap, and top line. What’s more, playful changes to branding continue along the more subtle fixtures, adding DBM just within the leather-surrounded window as well as a lowercase “don’t be mad” emblazoned onto the vibrant tie-dye insole. In departure, the OMN1S is less varied in terms of its palette, but it fully makes up for what it lacks with loud all-over prints and playful text placements. The latter, which stamps in bold across the center strap, spells the pack’s title across a light backdrop of an army-sized set of blank-faced emoticons.
Grab a full look at what will be available right here, and if you’re fortunate enough to reside in the Windy City, there will be a pop-up open from February 14th to the 16th at which both pairs will drop exclusively.
Joe Freshgoods x New Balance “No Emotions Are Emotions”
Pop-Up Date: February 14th to February 16th
