New Balance and Chicago-based designer Joe “Freshgoods” Robinson has announced plan for a global launch of his “Outside Clothes” apparel and sneaker collection featuring a 990v2 silhouette. The collection references the phrase ‘I’m outside” that’s become a mainstay as people have begun to go out and socializing as COVID-19 fears have dissipated.
“I didn’t realize until last year how much the act of being outside had played a major part in my career,” Robinson said in a press statement. “Sometimes it takes something being taken away from you to realize what it means to you. And that’s really what inspired this shoe. To me, being told you smell like outside represents the early stages of what fun meant. From neighborhood block parties to hanging on the porch all day with your homies, you knew you had a wild day when your mom said you smelled like outside.”
joe freshgoods for New Balance “Outside Clothes” directed by mike carson produced by alchemist pic.twitter.com/N7ChWhcImu— Joe 🏁 (@JoeFreshgoods) August 2, 2021
As part of marketing efforts, Robinson further celebrated the city with a visual (above) directed by Mike Carson and scored by The Alchemist (real name Daniel Maman).
In addition to the brown and blue version of the 990v2 sneakers, the collection includes a hoodie, polo top, long-sleeve t-shirt, t-shirts, sweatpants, sweat shorts, trucker caps and socks, some of which are detailed with floral embroidery and all of which reference the outside theme. There are also three posters featuring the work of Atlanta-based photographer Gunner Stahl.
Known for his love of his Chicago where he was born and raised, Robinson released a limited number of pairs of the 990v2 shoe on August 5, 2021 at Garfield Park on the West Side of the City, not far from where he grew up. Robinson also added on a pop-up at SOMEWHERE in Washington DC on August 21st.
Priced from $20 for socks up to $120 for the hoodie, the apparel collection will launch on August 16th on joefreshgoods.com. The New Balance 990v2 shoe is priced at $220 and will launch on newbalance.com and with select global retailers on September 10, 2021.