Patta and Joe Freshgoods had a memorable moment in Las Vegas where a pop-up barbershop and nail salon was hosted. A moment that blurred the lines between retail, community space and defined a cultural moment. Together they build a story.
Patta, founded in Amsterdam but formed spritually through Black diaspora culture, has long built a universe around music, community and identity. Joe Freshgoods, based on the South Side of Chicago, operates from the same emotional space. By telling stories through fabric, colour and neighbourhood history.
The campaign makes it clear that both brands have much in common. The Soul Children of Chicago, a youth gospel choir founded by Dr Walt Whitman, perform Lift Every Voice and Sing, a song that carries weight, history and pride. The lookbook and film were shot in the First Presbyterian Church on the South Side.
The Capsule
Patta and JFG decided to keep the capsule clean and simple. No over complicated garments, no all-over the place colours, but a clean and grounded collection. The statement piece in this capsule is a varsity jacket, that carries the spirit of after-school games and street corners where style was learned. The t-shirts and longsleeves borrow from old yough-programme graphics. Denim and joggers are made clean as well. The black joggers carry small Patta logo and a bigger Joe Freshgoods logo that perfectly works. The jeans tho, it looks like a simple washed indigo jeans, but they come pre-written with a special message with all-over script pulled from ‘Lift Every Voice and Sing’.”
Lastly, but not less important are the mesh jerseys, coming in two different colourways. When you think of a mesh jersey, you might imagine football pitches or an old-school basketball game, the mesh makes the jersey breathable and gives if a loose fit. Overtime the jerseys have evolved from sport equipment to everyday garments. They carry the DNA of community courts, youth-club basketball evenings and summer leagues.
The Meeting of Two Legacies
Joe Freshgoods has become a cultural force in Chicago, from his highly sought-after New Balance collaborations to JFG Rec Center, a multi-city concept space rooted in storytelling and community. Patta, on the other hand, has always operated with the same ethos. They shape cultures and communities. The capsule is built on the belief that fashion only matters when its connects to lived experience. And this ethos is shown in the garments. PattaGoods takes its cues from the visual language of ‘70: youth centra and community programme posters. The clothes are shaped by memory, both personal and cultural memories. Joe has looked up to Patta for years, as Patta’s ethos mirrors his own beliefs.
Release Information
Early access begins 3 December 2025 at the Patta Chapter store in Amsterdam. The collection then rolls out across Patta London, Patta Milan, Patta.nl, and arrives 6 December at Joe Freshgoods with an in-store release in Chicago.
