Drawing in a small scene to the private opening of his art exhibition, ‘A Friend Named Cousin’, is an art exhibition featuring an array of artists from across the world
For most, hosting a soft launch for a new venue on the eve of the Olympic opening ceremony might be a deterrent – but not for Joe Freshgoods.
Finding inspiration in the “familial connections that transcend blood relations”, the space is an exercise cultivating chosen family and celebrating a community that has come together through profound friendship, love, support and shared experience. As Black Americans set up in Paris, Freshgoods also took inspiration from the inter-war periods often referred to as Harlem-on-the-Siene and the post-war periods, where the likes of James Baldwin, Nina Simone and Richard Wright sought refuge in the French capital.
Featuring Jewel Ham, Teoni Hinds, Banga Minthe, Jahlil Nzinga, Rello, Joseph Robinson and Goldie Williams, A Friend Named Cousin is Freshgoods’ first exhibition, with the artists personally selected by Freshgoods himself. Held in Le Marais, one of Paris’ creative hubs, we got a sneak peek of his latest New Balance 990v6 and apparel collection, which was exclusively launched at the show. Up above on the second floor, the space was turned into a gallery hosting artwork that celebrated “the importance of familial connections distinguished by choice, the construction of chosen families and communities, and the diversity that spans cultures, countries and generations”.
With 15 minutes spare and an impromptu interruption from Colm Dillane wishing him congratulations, Joe Freshgoods sat down with Dazed to discuss chosen family, family history and the debut of his own first piece of art titled “Looking Over Me”.
What was the idea behind ‘A Friend Named Cousin’?
Joe Freshgoods: When it comes to storytelling, initially I like to think ‘What’s my message? Does it feel true to Joe?’ For me, I bought a house two years ago. I started to appreciate art a lot more and I never thought I would be in a financial place in life to look at something that’s $12,000 and be like fuck it, I’ll buy it, you know? I didn’t care about it. I wanted cars, figures, Murakami shit. I think ultimately my love of art… I do a really good job of bringing people together and hiring Black and Brown people. I’ve been able to create this community around me. [‘A Friend Named Cousin’] was based on James Baldwin going to Paris, escaping what he escaped in America and bringing different people to work together. It was a moment in time when he lived in Paris, when there was a lot of community and collaboration going on in the city, and when people from America would come and visit. That whole overall theme was applied to this.
Did you curate all the artists here yourself and how did you encounter them?
Joe Freshgoods: With Goldie, we met over dinner like two years ago, and we became friends. Jaleel is one of my good friends. He’s from the pack. Well, he's from a rap group called the Pack back in the day. Bank is one of my good homies and I’m a big fan of him. I only want to collaborate with people I’m a fan of. I’d never met Teoni until we did this.
You also created your own artwork for the first time. How did it feel making that transition?
Joe Freshgoods: Ultimately, I wanted to try to expand my storytelling passions through T-shirts. I was talking to my grandmother, who I’ve been recording a lot. She’s full of great stories. She led me down a rabbit hole and I started thinking about all the Black men in my family. No male in my family has made it past 63, so [the artwork] pays homage to them. My father’s side of the family are from Alabama, so there’s a reference to that; the number of stars is inspired by when Alabama became a state. The red I used and the cloth are both inspired by the Alabama clay. So it’s real deep. It’s something I wanted to make to communicate with my grandfathers.
Is there a story that your grandma told you that you can share?
Joe Freshgoods: I’m really good at being an entrepreneur. I’m really good at hustling. I’m the type of person that really got off the porch. But nobody in my family is like that. But my grandma told me that my great-grandfather, her father, had a soul food restaurant called Dave’s Place. I never knew none of this and I was like oh, shit, that’s my earliest trace of entrepreneurship in my bloodline. That kind of fucked me up and I wanted to show my great-grandfather, looking over me, that this is what I got going on right now.
You opened your first store during the London Olympics in 2012. 12 years later, you’re here in Paris showcasing a new collection with New Balance, a new role and an art exhibition with artists you curated and art that you have created. Did you always have this vision for yourself?
Joe Freshgoods: For the most part, it’s been really good, a dream come true – you know, being in the city, doing the Olympics and having an activation going on. But no, I wouldn’t have imagined this in a million years, man. Hell, no.
What is it about Chicago? Like you’ve got the Kanyes, you’ve got the Virgils, you’ve got the Michael Jordans – all these amazing people. What is it about Chicago that breeds these creative, entrepreneurial, cultural figures?
Joe Freshgoods: A lot of people in the Midwest are just too cool for shit, you know? It’s just something about the Midwest and I think I’m one of those people that decided not to move to New York or LA to make it. And that’s the reason why I think Chicago really supports me. It’s just something about Chicago, you know, it’s hood. It’s a third city. I feel like if you can make it in Chicago – no matter what you do – you have a different skill set to making the life.
A lot has changed since you’ve been on your come-up. It’s been multiple decades of streetwear, and now there are conversations about it dying, what is your opinion on that?
Joe Freshgoods: Streetwear is evolving. It’s cool to see younger brands have a lot of resources that people didn’t have ten or 20 years ago, especially when it comes to manufacturing and manufacturing pretty fast. Brands can go from an idea to a sample on Instagram in week or two, so you see a lot of brands fizzle pretty fast because of that. You see a lot of fast fashion. But I don’t think it’s dead, it’s just evolving. Every 20 years it’s a whole different cycle.
What’s inspiring you right now?
Joe Freshgoods: Right now, it’s my daughter. It’s outside life. It’s Black culture. I feel like a historian. Through these collections, I’m telling people pieces of my life. Everything I do is a Black story, whether I’m talking about Black migration or talking about bringing the arts together.
What would you say to any young person who wants to get a kickstart or wants to venture out and do something with themselves?
Joe Freshgoods: That it’s OK to fail. Life is about being at the right time at the right place and continuously trying to try. People get discouraged very easily; they think success is supposed to be instant because of social media. So just continue to believe in yourself. You know, I’m not an overnight success. I’m a big believer in making small steps every year. Pace yourself.
And finally, what’s next with you and what can we expect?
Joe Freshgoods: More family time. It might be a bigger role with New Balance pretty soon... Continuing the art, you know, on my own, me as Joseph making art.