Chicago designer Joe Freshgoods just dropped a collaboration with 7-Eleven that includes sweatshirts, shirts, socks and in-store signage that reflect the JFG brand.
Starting today at 7:11 p.m. (!!!) the products included in the aptly named “Brainfreeze Szn” collection will be available on the Joe Freshgoods site, with a second drop scheduled for two weeks later.
just made a quick snack stop on a saturday pic.twitter.com/i1vyk6Agld
— Jack (@J_zark) May 9, 2021
It’s much more than just 7-Eleven loaning the designer their image. He’s taking it to the stores, too, creating a real, equal partnership. It’s just as much 7-Eleven as it is Joe Freshgoods. There are JFC-branded decals on the floor so people know to stay six feet apart, and even JFC/7-Eleven branded shopping baskets.
y’all wild for letting me go crazy like this @7eleven ✨❤️ pic.twitter.com/S6RyQYy9X8
— JFG (@JoeFreshgoods) May 4, 2021
This elevates a brand like 7-Eleven that is often relegated to just being a convenience store—something that doesn’t need to advertise. Something that doesn’t need to stand out.
Something that isn’t and doesn’t need to be cool.
But every business needs to advertise itself, and aligning with someone like Joe Freshgoods—who honored the 7-Eleven brand while putting his own spin on it—helps all parties involved. Plus, as long as businesses still need to use things like stickers on the floor for social distancing, why not make them cool?
“We partnered with him because we love his unique blend of brand narrative, historical and cultural references, which allow him to create authentic connections with streetwear lovers all over the world,” 7-Eleven said. “He’s developing something special for the 7-Eleven brand and we can’t wait for you to see it.”
And even though the products are only available on the Joe Freshgoods site, 7-Eleven using physical signage to promote the drop draws Joe Freshgoods fans to the store—and maybe those fans will want to buy a Slurpee or a taquito.
