Travel: Joe Freshgoods on ‘probably the blackest campaign Vans have ever run’ — Andscape
Joe Freshgoods on ‘probably the blackest campaign Vans have ever run’ — Andscape
#Joe #Freshgoods #blackest #campaign #Vans #run #Andscape Welcome to InNewCL, here is the new story we have for you today:
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For black people in the US, travel is not just about leisure. It is also often a search for solace, peace, and security. Imagine vacationing families packing up cars, traversing interstate highways and freeways slow enough to escape the attention of police, but fast enough to outrun the setting sun in cities where a quiet menace becomes a grave danger after dark. . Remember artists and thinkers like Josephine Baker, Sidney Bechet and James Baldwin left the US for Paris’s more tolerant and enriching creative environment.
This history is a major concern of designer Joe Freshgoods. Seeing the world helped the West Side of Chicago native foster creativity which began with her selling iron transfer t-shirts as a teenager becoming one of the hottest names in fashion. Freshgoods, whose real name is Joseph Robinson, partners with larger brands to tell specific, distinctive Black stories. Pick up its new Chocolate Valley Resort collection, made with partner Vault by Vans.
Chocolate Valley envisions a fictional snow-covered resort where black people are welcomed and enveloped in comfort and warmth. Some of the collection’s packaging refers to The Negro Motorist Green Book, a guide published annually from 1936 to 1966 to help direct black people to safe lodgings, restaurants, and facilities at a time when they were few and far between.
We spoke to Freshgoods, who was in Paris at the time, about what the ability to travel means to her career, the intersection of storytelling and design, and the art of being comfortable.
This interview has been edited for length and clarity.
Image from lookbook Vault by Vans x Joe Freshgoods Chocolate Valley Resort.
Yasshadai Owens/Vault by Vans and Joe Freshgoods
How does the ability to travel inspire your work?
I always tell the story that when Spirit Airlines first launched they did a $50 special and a $70 special to LA. It was huge in my life, come on. I want to say that I am 19 or 20 years old. I really appreciate going somewhere. I saved a little of my money selling T-shirts and other odd jobs, and I was just traveling and broke. It’s different when you’re younger. Starting my career going to LA, going to New York, going to South by Southwest, I built very long-lasting friendships. I didn’t grow up in a privileged household, so I worked for everything I got. Being able to travel has really made things work in my career.
How is Black’s travel history reflected in the Chocolate Valley Resort collection?
I think a lot of my research turned into something a little depressing. I have traveled the world thanks to my skills and what I have done. I never went to Disney World as a child, but now I take my daughter to Disney World every year. We go on vacations two or three times a year, and the kind of resorts I stay at, usually I’m the only black person there. And I was like, ‘Damn it!’ I started to feel guilty for my success, if that makes sense. And it just led me down a deep research hole to find out what leisure and travel were like for black people back in the day.
I’m interested in the stories of a lot of these black writers, I would say like the 1950’s and 60’s, since the 30’s, moving to Paris. Chocolate Valley Resort is a fictional place that welcomes black people. So, everything goes hand in hand. It was me feeling guilty about where my life was. It got me researching what Black’s journey has been like, leading me to this collection with Vans.
The T-shirt packaging was a nod to the Negro Driver’s Green Book, a guide published annually from 1936 to 1966 that listed hotels, boarding houses, bars, restaurants, service stations, and other places across the country that catered to black customers.
Yasshadai Owens/Vault by Vans and Joe Freshgoods
How do you come up with a story related to this product and translate it in a fashionable way?
I tell a lot of these stories simply because I’ve never seen them, and I’ve loved fashion and sneakers my whole life. It’s interesting that we’re top consumers for a lot of this, but some of the marketing behind the product just doesn’t really interest us. So for me, I feel it’s important for me to use my platform to get this story seen. When you work with some of these brands, it’s very easy to work on coloring and materials. My pattern is usually story first, then design. As opposed to liking the design, then let me find out the story behind the design. Not. If I didn’t have a story for it, the design wouldn’t work.
I’ve always associated Vans with LA, sunshine, skateboarding and surfing. How do you know they are the right partner to tell this story?
I am blessed. I keep wanting to say that word. Often when you walk into these places you have to be told what to do. ‘Hey, Joe, you have to silhouette this. Try to focus on this. If you could tell a summer story it would be dope.’ But since I’ve killed them all the last few years, now when I work with brands, I don’t compromise too much. Because, obviously, you contacted me for a reason.
When I look at Vans, with some of the great campaigns they’ve had, I would say that this is probably the blackest campaign Vans have ever done. I can confidently say that. And that means a lot to me.
The Vault by Vans x Joe Freshgoods Chocolate Valley Resort collection features footwear, apparel and accessories.
Yasshadai Owens / Vault by Vans and Joe Freshgoods
Even if no one buys anything, I can hold my head high. It can just tell these stories and it feels really good to be able to tell these stories and be the first to do it this way.
And hopefully, that inspires the next generation to step in and be like, ‘Okay, we’re going to do something similar to what Joe did and do it better,’ because sometimes when I do something with friends, I just don’t have reference. point. I ain’t finna get in the room and dump and jive, you know what I’m sayin? If you call me, then you want my sauce. And if you want my sauce, you have to get it the way I give you. So it’s very important for me not to compromise.
Yasshadai Owens/Vault by Vans and Joe Freshgoods
Image from lookbook Vault by Vans x Joe Freshgoods Chocolate Valley Resort.
Yasshadai Owens/Vault by Vans and Joe Freshgoods
Image from lookbook Vault by Vans x Joe Freshgoods Chocolate Valley Resort.
Yasshadai Owens/Vault by Vans and Joe Freshgoods
Image from lookbook Vault by Vans x Joe Freshgoods Chocolate Valley Resort.
Yasshadai Owens/Vault by Vans and Joe Freshgoods
Image from lookbook Vault by Vans x Joe Freshgoods Chocolate Valley Resort.
Yasshadai Owens/Vault by Vans and Joe Freshgoods
Image from lookbook Vault by Vans x Joe Freshgoods Chocolate Valley Resort.
Yasshadai Owens / Vault by Vans and Joe Freshgoods
Image from lookbook Vault by Vans x Joe Freshgoods Chocolate Valley Resort.
Yasshadai Owens/Vault by Vans and Joe Freshgoods
Image from lookbook Vault by Vans x Joe Freshgoods Chocolate Valley Resort.
In Black travel history, in most cases, there is an element of luxury to it. Many black people say, “If I’m going to go, I’m going to do this right.” Several materials and other choices you make give this collection a luxurious feel.
I’m one of the most comfortable people in the world. I call my luxury s- comfortable. I’m big pants. I am layered. I’m comfortable. My favorite kind of fashion is when people look comfortable in what they’re wearing. With this outfit, it’s like, ‘This is Vans?’ That’s the whole vibe. ‘This mohair cardigan? Baggy cargo with these five pockets, these Vans?’
I’m curious why you chose the Slip Hiker and the Sk8-Hi platform for footwear.
In terms of footwear, it’s comfortable, cushioned, and built for winter weather, but you can do with shorts. I chose Slip Hiker because no one really chose it. I just make what I like. I’m not really out of style, trend, or what’s out there. I give people what I want. I try to get men to wear pink all the time. I started doing it because [rapper] Camera.
Your website says you hate structure. How do you reconcile the need for spontaneity with keeping all of these trains running on time?
Well, I have to change it too because I need structure. But that’s just kind of my structure. I don’t have investors. No partners. So the only part of that structure is just making sure that my business continues to operate as freely as I want without having to answer to people.
I created that page when I had only one employee, and now I have a COO. I have 16 employees. I have two sheds. That’s a lot. I’m very proud of that.
What do you have in 2023?
I have more stuff coming out with other brands and more community efforts. I can choose and work with people who I consider real partners. It’s always been about investing in the community too. If you come to me just to give me money to make shoes, that doesn’t apply to me. Maybe three years ago, it happened. But right now, it’s like, ‘Okay, what are you going to do with the community?’
Greg Whitt is a writer from Washington, DC. His work has appeared in VIBE, Genius, Consequence of Sound and several other publications. He likes to freestyle when alone in the car.
