The new collaboration between Joe Freshgoods, JFG for short, is an homage to a special time in the 1990s and shows us the thought world of Joe Freshgoods, who deals with his origins and love of film and art.

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Inspired by the essence of the late 90s, cinematography and hip-hop of the time, this campaign combines elements of luxury, thoughtful design and nostalgic references.

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The collection explores luxury through a cinematic perspective and combines storytelling and architecture to create a visual experience on and off the foot.

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The Joe Freshgoods & New Balance MADE in USA 990v4 comes in a black and white color scheme.

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The suede overlays are surrounded by patent leather, while mesh underlays cover the rest of the outer material with the contrast of the contrasting color.

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The 990 with its usual comfortable ENCAP midsole has reflective details on the heel and with the N logos on the side.

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The color contrast of both variants of the shoe is underlined by the monochrome color palette.

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The year is on the heel tab of the sneaker 1998, a tribute to a formative year in the development of Joe Freshgoods' design style.

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“For this campaign, I wanted to focus on well-known moods from the late 90s. As I grew up, magazine campaigns, films, and ads from this period had a huge impact on my creative development.

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During this time, I began to appreciate the small details such as light, material, and film. I understood how these elements work together to create a coherent visual experience.

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This awareness has decisively shaped my current approach to my creative work,” explained Joe Robinson, Creative Director of Joe Freshgoods.

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The Joe Freshgoods x New Balance Made in USA 990v4 will be available from December 22, 2023 at Asphaltgold be available.

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Photos via New Balance