Even if you don’t know the name Joe Freshgoods, you’ve likely felt his influence. The 35-year-old entrepreneur has lent his expertise to everyone from New Balance to McDonald’s, creating impactful campaigns like “Inside Voices” and “Conversations Amongst Us.” In doing so, the Chicago native developed a personal brand that emulates early 2000s lifestyle brands. Whether it’s Tommy Hilfiger or Crooks and Castles, Freshgoods helps craft a brand where “it felt like the owner was the coolest person in the world,” he muses. When you buy one of his collaborations, you’re buying more than a product. You’re buying into the Joe Freshgoods lifestyle.
In Chicago, Freshgoods has cemented his place in the local community via his store Fat Tiger, where he sold only his own designs. (He recently closed the store to end on a high note after eight years of success.) “Even though Chicago is a big city, I represent that you don’t have to be in New York or LA to make it [in fashion],” he says.
In terms of his personal style, the designer and creative director’s unconventional ensembles ensure you can’t miss him. “I hate when people notice me in the club,” he says. “But it’s like, ‘Well, Joe, I wouldn’t notice you, but you got that big dumbass hat on.’” The hats in question (and pretty much everything in his closet) range in color, size, and texture, but are alike in their splendor. Tiger print? Fur? Crochet? It’s all there.
The multihyphenate is also a collector of art (he loves to support Black artists), figurines, and sneakers—the latter he stores in his basement. “I might have 1,000 shoes, but I wear the same two. I’m that type of person,” he says. Comfort and color dictate his sartorial expression. Once cozy, Freshgoods embraces eccentric items that tell a story. His essentials include quilted Bottega Veneta boots, Target tank tops, and velour pants. Ahead, Freshgoods shares more about his early career, his personal style, and a glimpse inside his closet.
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