Joe Freshgoods Unveils New Balance 990v4 Pack Inspired by Cult Film Belly

Chicago native Joe Freshgoods has played a starring role in the complete resurgence of New Balance, taking a seat alongside the likes of Teddy Santis, Jjjjound and Action Bronson as part-time collaborator and full-time ambassador of the patriotic brand. 

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So far, every Joe Freshgoods collaboration with New Balance has been a certified hit and ever since the initial hometown-exclusive 992, a litany of digestible works have ensued that not only look the part, but hold sentimental value in the heart of the designer himself.

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His latest “1998” pack works on a trio of 990v4’s that all bear palettes tied to the film Belly. 

Belly released two years before the turn of the century and featured DMX and Nas as the lead roles in what is now a widely respected crime drama directed by Hype Williams. The movie contrasted light and darkness both visually and figuratively and as tribute to Hype Williams’ cinematography, those very themes come to life in JFG’s latest work with New Balance.

Three colourways are available - the first two “Intro” and ”Outro” v4’s will drop globally, where the final “Keisha Blue” iteration releases exclusively in Joe Freshgoods’ home city of Chicago.

Officially titled “marshmallow with pirate black” the Intro pair features eggshell-coloured hairy suede uppers with tonal patent tabs and contrasting black mesh. The Outro v4’s flip the colour scheme completely although ditching the fuzzy texture in favour of more buttery suede.

The Chicago-exclusive “Keisha Blue” opts for a uniform paint job atop a black sole and takes inspiration from the various scenes in Belly that are drenched in blue light - namely a certain sequence involving Nas’ character Sincere and one of his love interests Keisha - played by Taral Hicks.

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All of the pairs are complete with a JFG signature on the outer heel with “1998” applied on the backtab in the same font used on the original Belly poster.

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The Joe Freshgoods x New Balance 990v4 ‘1998’ collaboration is available via raffle entry until Friday, December 15th on the designer’s personal website.

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A wider release on New Balance takes place on December 22nd. Each pair retails for $220 USD.