New Balance & Joe Freshgoods Connect for a Cinematic Take on the USA 990v4

Creative Time Capsule.

New Balance and Joe Freshgoods have linked up on another collaborative sneaker, this time opting for the ever-so-popular USA 990v4 model. 

The collaboration pays homage to Joe Robinson, the designer and creative director of Joe Freshgoods, and his tandem love for cinema and the arts. While designing the sneaker, Robinson wrestled with the concept of connecting cinematography and hip-hop while still creating a sneaker that combined luxury and thoughtful design with nostalgic references. The outcome was a set of black and white USA 990v4 with suede overlays, an inverse colour scheme, and patent leather. 

The New Balance x Joe Freshgoods is set to drop today through the latter’s website, dropping globally on December 22nd.

For campaign images, look below.


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