While the 2024 Olympics have come and gone, the fashion born from the Games is likely to endure. The location (Paris) the sponsor (LVMH) and a growing interest in what athletes wear off the field, made for an Olympics that brought style to the forefront more so than ever before. Luxury and independent labels alike designed uniforms that went viral online, and celebs from Lady Gaga to Lewis Hamilton were spotted in arenas wearing looks that they could just as well be worn at Fashion Week.
Another style flex? Athletes like Coco Gauff competing in pieces from their own collections. Of course, this spectacle of sport and fashion meant that pop-ups, fashion parties, and limited-edition collaborations abounded in the City of Light. Among those that have continued to stand out is the latest effort from Chicago-based designer Joe Freshgoods and New Balance —the most recent of several collaborations between the brands.
(An earth tone-heavy collection currently only available in Paris from New Balance and Teddy Santis of Aimé Leon Dore is another.) The collection includes the designer's take on the New Balance 990v6 sneaker silhouette as well as signature Joe Freshgoods tracksuits . “I'm at this place right now, where when it comes to footwear, I'm killing it, respectfully,” Joe Robinson, founder and creative director of Joe Freshgoods told Vogue late last month in Paris.
Having a team that's “culturally tapped in,” he added of his 18 employees, helps cut through a market o.