Chicago-based brand Joe Freshgoods is all about repping the city it was created in. Founder and designer Joe “Freshgoods” Robinson got his start in the late 2000s at Leaders 1345, a Hyde Park-based streetwear boutique, where he worked alongside his longtime creative partner Terrell “Rello” Jones. There, they learned about retail and youth culture, FreshGoods began making his own clothes and came out with a small collection of items including T-shirts and crewnecks that he sold under the counter. While working at Leaders, Robinson and Rello met Vic Lloyd, one of the partners of Fat Tiger Workshop, the Chicago streetwear store they opened in 2014. While working at Leaders, Lloyd helped the pair create their own brands, Rello’s VITA and Freshgoods’ Dope Boy Magic, later renamed Don’t Be Mad. Since then, Robinson, along with his team of Chicago natives, has been able to build Fat Tiger into a community space and Joe Freshgoods into a streetwear brand with a cult following. Freshgoods has been able to drop collaborations with fellow Chicago-born brand Notre, Converse, and most notably, New Balance.