How Joe Freshgoods Turned Viral T-Shirts Into a Global Brand | IDEA GENERATION - Video

Designer and Creative Director Joe Freshgoods takes us on a journey from selling homemade t-shirts at his high school in Chicago, to breaking through as one of the hottest designers in streetwear — collaborating with brands like Lollapalooza, New Balance, and The Olympics.

In this episode, Joe sits down with Noah Callahan-Bever to discuss how he rose from retail employee at local boutique LEADERS, to taking charge of his own clothing brand and how he's looking to expand it in the future. From viral t-shirts designed for the Obamas and promoted by Chance The Rapper, to creating an alternate jersey for the Chicago Bears, Joe has built a global design career all while sticking to his Chicago roots.


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COMPLEX is a community of creators and curators, armed with the Internet, committed to surfacing and sharing the voices and conversations that define our new America. Our videos exemplify convergence culture, exploring topics that include music, sneakers, style, sports, and pop culture through original shows and Complex News segments. Featuring your favorite celebrities, authoritative commentary, and a unique voice, our videos make culture pop.