Uploaded April 2018 | Updated September 2026, 3 weeks ago
JOE FRESHGOODS is careful not to use the phrase “selling out” in this interview with Teen Vogue’s Rajni Jacques. But whatever you want to call it, he's made sure not to do it, staying authentic to himself, his brand, and his audience despite his massively growing reach as one of Chicago’s (and America’s) most prolific streetwear designers. Although some people can’t imagine the thought of turning their backs on an opportunity like having their merch in Urban Outfitters, here, Freshgoods explains how being “the underdog” can give you an edge—when your community knows you, that authentic bond can't be broken. Freshgoods puts his money where his mouth is, even providing workshops at his Chicago #FatTiger store to help spread his and his team’s knowledge and skills to those who desire it. To hear more about how his underdog philosophy plays into his brand Dont.Be.Mad and his visionary ethos, go to chicagoideas.com/videos/joe-freshgoods
JOE FRESHGOODS is careful not to use the phrase “selling out” in this interview with Teen Vogue’s Rajni Jacques. But whatever you want to call it, he's made sure not to do it, staying authentic to himself, his brand, and his audience despite his massively growing reach as one of Chicago’s (and America’s) most prolific streetwear designers. Although some people can’t imagine the thought of turning their backs on an opportunity like having their merch in Urban Outfitters, here, Freshgoods explains how being “the underdog” can give you an edge—when your community knows you, that authentic bond can't be broken. Freshgoods puts his money where his mouth is, even providing workshops at his Chicago #FatTiger store to help spread his and his team’s knowledge and skills to those who desire it. To hear more about how his underdog philosophy plays into his brand Dont.Be.Mad and his visionary ethos, go to chicagoideas.com/videos/joe-freshgoods
