Joe Freshgoods Announces His New Balance 990v6 "A Friend Named Cousin" Campaign

Combining with an art exhibition by Freshgoods that is set to open in Paris later this week.

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Update: The rollout of Joe Freshgoods’ latest project with New Balance has just continued as Freshgoods announced his “A Friend Named Cousin” art exhibition in Paris. In addition to this, a teaser image of his two 990v6 colorways — which we previously discussed below — was also shared. The monochromatic red and blue renditions of the shoe feature subtle co-branding and a matching shoe box and are likely to launch exclusively via the gallery before taking on a global launch. “A Friend Named Cousin” will be located at Les Filles du Calvaire in Paris, France and runs from July 26 to July 30. Stay tuned for additional info regarding the kicks as Freshgoods noted that more details will be shared in the coming days.

 

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Update: It’s been nearly a month since an image of an all-red version of the New Balance 990v6 was making its rounds as a rumored Joe Freshgoods project. Now, Freshgoods has taken to Instagram to tease his all-blue version of the sneaker. While he hasn’t confirmed that the previously discussed red pair is, in fact, designed by him, the inclusion of an image of blue and red New Balance shoe boxes does indicate that this red look is likely involved. Circling black to the newly unveiled blue colorway, its monochromatic makeover appears with a mixed material composition of suede, leather and mesh. Typical New Balance branding adorns the sneaker with a tonal “jfg” stamp visible at the heel. No release details have been shared yet, so stay tuned for updates and review our initial breakdown below for more info.


Original Story: Among New Balance‘s lineup of lifestyle offerings, the 990v6 holds a lofty position. Its classic grey and black colorways carry on the legacy of the 99X line, it’s been a key piece of the Teddy Santis-curated MADE in USA line, and it’s even served as the centerpiece of a Carhartt WIP collaboration. Now, however, it’s set to release in what may be its most bold colorway yet: an all-red makeup that early, unconfirmed reports indicate may be a Joe Freshgoods collaboration.

From collar to outsole, the colorway is dressed in rich red shades that cover its familiar mix of mesh and suede, while a cushioning setup that makes use of New Balance’s FuelCell and Encap technologies provides time-honored comfort. As only a single, blurry early leak image is available at the time of writing, there are no easily identifiable factors that confirm this pair is indeed a Joe Freshgoods collaboration, but past reports from outlets like Sole Retriever indicated that Freshgoods is set to release an all-blue pair of 990v6s later this year, making this red iteration a fitting counterpart. It’s also worth noting, purely for the sake of speculation, that all-red color schemes were popularized by Freshgoods’ fellow Chicagoan Ye (FKA Kanye West) who kicked off an all-red shoe craze in 2014 with the Air Yeezy 2 “Red October,” the final silhouette released in his partnership with Nike.

The same early reports indicate that this pair — Joe Freshgoods collaboration or otherwise — is set to touch down sometime this August. Stay tuned for more information as it’s made available.

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