Joe Freshgoods’ latest project with New Balance celebrates the colors of the French flag

As suspected, Joe Freshgoods’ 990v6 silhouette will launch with monochromatic colorways available in red and baby blue. The suede and mesh sneaker stands out mainly thanks to its eye-catching colorway, but a small “JFG” logo can be seen on the whisker. Each pair will also come in a special coordinating box with its respective color scheme.

The sneakers will be released exclusively through his “A Friend Named Cousin Art” exhibition that opens Friday in Paris on the same day as the opening ceremony. The designer announced the exhibition on Monday on Instagram with a trailer while promising more details to come and on Wednesday confirmed that the sneakers will only be available at the four-day event.

Joe Freshgoods and New Balance invite art lovers to explore family ties that transcend blood relations and the complexities of chosen family culture and community. While the notion of traditional family is rooted in biological relationships, the exhibition poignantly illustrates how familial bonds can take the form of deep friendships forged by love, support, shared experiences and mutual commitment.

Joe Freshgoods’ curatorship brings together a multitude of dynamic artists from different cities across the United States and Europe, including Goldie Williams, Jewel Ham, Jahlil Nzinga, Banga Minthe, Teoni Hinds and RELLO, in a cultural and impactful event that includes an art exhibition, panel discussions, an artist workshop and an exclusive ephemeral tent experience.

A Friend Named Cousin, the exhibition organized by Joe Freshgoods in collaboration with New Balance, will be held from Friday, July 26 to Tuesday, July 30, 2024, at the Filles du Calvaire gallery (17 rue des Filles du Calvaire, Paris, France 75003).

On Saturday, July 27, from noon to 8 p.m., Joe Freshgoods’ next collection will be launched exclusively at the art show. The launch will include the highly anticipated 990v6 in the colorways “Paris Red” and “Prom Blue” accompanied by a capsule collection. The shoes will be available at a retail price of 220 EUR, one pair per person.

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