Key Points
- Joe Freshgoods opens the Every Now and Then flagship July 11 at 1843 W. Chicago Ave in Chicago.
- The store debuts an exclusive Every Now and Then x New Balance 992 (U992EN1) for $200.
- The Made-in-USA 992 swaps "USA" for the "992" heel hit and adds an American flag on the tongue.
- First come, first served; buyers must bring school supplies for a back-to-school donation drive.
Joe Freshgoods is opening a new home base, and he is marking it the way he marks most things — with a New Balance. The Chicago designer's boutique and creative hub, Every Now and Then, opens its flagship at 1843 W. Chicago Avenue on July 11, and the first shoe out the door is an exclusive Every Now and Then x New Balance 992. Tellingly, the collaboration carries the store's name, not Freshgoods' own — his first New Balance release branded to the shop rather than the man.
The Made-in-USA 992 runs a beige mesh and suede base with green suede accents across the toe, mudguard, eyelets, lace panel, heel and side "N" logos, sitting on a creamy off-white midsole and a gum outsole. The patriotic detailing is dialed up: "USA" replaces the usual "992" hit beneath the lateral heel, and an American flag motif lands on the tongue. It retails for $200 under style code U992EN1, and the green-on-cream colorway is exclusive to the opening weekend.
The new flagship succeeds the West Loop space that closed in early 2025, and the release runs first come, first served from 10 AM — with a catch: buyers are asked to bring school supplies to donate to a Community Goods back-to-school drive. Put the store's name on the shoe instead of his own, tie the launch to a neighborhood supply drive, and the message is clear — Freshgoods is building an institution rooted in Chicago, not just dropping another pair. Every Now and Then has always been as much community anchor as retail, and the flagship formalizes it.
It continues a long relationship: Freshgoods is among the small circle of designers who reshaped New Balance's cultural standing this decade, alongside signings like Action Bronson and Ronnie Fieg. For more on his world beyond footwear, see his earlier Every Now & Then x No Free Coffee capsule.
Source: Sneaker News, Sneaker Bar Detroit
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