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Joe Freshgoods and New Balance go way, way back. But with the end of the year now in sight, the Chicago-based creative is trying something a little different with the upcoming Joe Freshgoods x New Balance 990v4 ‘1998’ Pack. Over the past few years, his sneakers have always been about big, bold colors. His latest collection, though, is surprisingly understated.
One thing that sets Freshgoods apart from many of NB's other collaborators is the fact that the man knows how to tell a story—and tell it well. Back in September, the designer unleashed a New Balance 650 that imagined an alternate universe if Michael Jordan never actually signed with Nike. The shoe was limited to just 500 pairs worldwide, and it sold out absurdly fast.
For his first take on the New Balance 990v4, Freshgoods pays tribute to the 1998 crime drama Belly. Written and directed by Hype Williams, the film starred legendary rappers Nas and DMX, alongside Method Man, Taral Hicks, and R&B artist T-Boz. While its initial reception was cold, over the years, it has gained itself a solid cult following for its spectacular visuals—enough so to inspire a sneaker collection 25 years later.
Taking cues from the thriller's noir-like aesthetic, the ‘Intro’ colorway features a black ballistic mesh base and is overlaid white pigskin suede panels, while the ‘Outro’ completely inverts this palette, going for a black-on-white look instead. Glossy leather details make their way across the uppers of each pair, and the midsoles are infused with Encap tech for added comfort and cushioning.
Oversized “N” logos feature on the sides, and the initials “JFG” are debossed along the lateral heel. To round off the pack, the year “1998” makes a cameo towards the back of each shoe, nodding to the year that Belly made its big debut.
As well as the ‘Intro’ and the ‘Outro,’ the Joe Freshgoods x New Balance 990v4 ‘1998’ Pack will also include a ‘Keisha Blue’ colorway that's influenced by the movie's legendary nightclub robbery scene. Set to release on December 22, the sneakers will be available on Joe Freshgoods' website, New Balance, and select stockists globally for $250 each. As with anything Freshgoods, expect this collection to sell out fast.
This story originally appeared on British GQ with the title “Joe Freshgoods' New Balance 990v4 collection throws it back to the Hype Williams golden age”