Since 2013, BoF has gathered together a global community of fashionâs most influential people â based on their leadership, creativity, innovation and impact â across eight categories: Designers, Executives, Media, Retailers, Entrepreneurs, Creative Class, Models & Muses and Catalysts.
This year, Neft Vodka has partnered with BoF to platform three new members of The BoF 500 to explore how their creative careers and success are evolving in the industry. âI truly believe that art makes life richer, and when you come across an artist in any field that is talented, innovative and unique, it often opens your mind to a new perspective and entices you to engage with that artistâs vision,â Paul Robinson, chief creative officer at Neft Vodka, told BoF in a recent interview.
The first in the creative class to be profiled is creative director and artist for Chicago-based brand Joe Freshgoods Inc. â Joe Robinson.
In 2014, Robinson partnered with Terrell Jones, Vic Lloyd and Desmond Owusu to establish Fat Tiger Workshop, a store that would become a cornerstone of Chicagoâs streetwear scene. Here, Robinson developed his brand, which evolved into Joe Freshgoods Inc.
The designer soon garnered attention for his ability to weave personal history and cultural references into a brand narrative, creating collections that resonate deeply with streetwear enthusiasts in his hometown and around the globe. In 2020, he collaborated with New Balance on the first in a series of popular tie-ups that centred storytelling and established him as one of the top creative voices in the sneaker industry.
Beyond his success in fashion, Robinson has been committed to giving back to his community through his Community Goods initiative, a nonprofit focused on arts education for students in underserved Chicago neighbourhoods, which also brings attention to artists of colour. His work, both in fashion and philanthropy, continues to make a significant impact, solidifying his status as a trailblazer.
Now, BoF sits down with Robinson to discover how harnessing creativity played a vital role in his commercial success.
How is your creative practice evolving and what is driving that process?
When it comes to my creative process, the number one priority is to make sure that Iâm still moving with purpose. I worked so hard to get to this point and itâs been so exciting to have grown organically over the course of the last 15 years. So, whether itâs a new deal or another opportunity, I always try to make sure that the younger version of me is still excited about this.
Ultimately, Iâm driven by community. Iâve reached that point in life where Iâm not going to say Iâve made it, because thereâs still a lot of work to do â but Iâve surpassed a lot of the things that I wanted to do when I was a kid. As long as Iâm making sure that Iâm still upholding those values and staying true in doing what I want to do, I can be impactful to community.
How do you maintain an authentic creativity that connects with consumers?
Ultimately, itâs all about being able to build community within your brand. I love brands who know who their consumers are â they realise they have a certain market that really loves them, and they just lean into that.
Sometimes, people blow up and you donât really know how they got there. Iâm not one of those designers or brands that deletes my whole Instagram for a rollout. I think itâs cool to see a brand that you follow where you can track their backstory.
The number one priority is to make sure that Iâm still moving with purpose.
Itâs like the âone fan a dayâ theory. Even for me, I stopped caring about who doesnât know I exist and shifting that to care about the people that know I exist. I try to get better for those people.
What skills do you believe are most valuable in your profession in todayâs market?
I like to be very transparent with my consumer base. Iâm from the Midwest; I didnât finish school; I just worked really hard and each year, I climbed very slowly. Itâs something a lot of people can identify with, that slow grind and not being in one of those major fashion hubs â like Paris, London, New York or LA. I think I speak more so for the individual that had to work their way up to the top, whatever that looks like, and people like that.
How has your work and the presentation of your products evolved?
Iâve been doing this maybe 80 percent of my life. I started this thing when I was 13 or 14 years old. Iâd say this became a real business over the last six or seven years. Just finally being able to have a budget and a brand that really believes in my journey and story has been pretty cool. Especially having this platform to speak for Black people in a positive light, itâs been so valuable to supply Black and Brown experiences via these stories.
Within the last three to four years, because I have brands and a bigger team that believe in my vision via marketing, Iâm able to fulfil a lot of the things I wanted to do. Visually, in my opinion, weâve been one of the best brands in terms of storytelling.
What advice would you give those looking to enter the industry today?
First, youâve got to ask yourself why you want to be in this industry. What is your purpose? Before you come up with cool clothes or runway concepts â identifying your purpose is key. After that, you need to set the groundwork, think to yourself how long you want to be around. Because, some brands, they make it really big and sell it off in like five years.
When it comes to this brand building, itâs about knowing your community and knowing who your target audience is and then really driving that home â everybody could be going left, but let me go right â let me figure out how to attack this appropriately.
Then, itâs storytelling. Right now, the economy is kind of mellow. People are really watching what they buy and with that comes an influx of a lot of brands. Itâs important for you to move with purpose and make sure youâre giving people something that theyâre appreciating.
What innovations in the industry excite you?
Itâs not necessarily an innovation, but an observation Iâve made recently is the old school ways in which brands are communicating with their customers. Weâre in this age of nostalgia. Whether itâs an email blast, text messaging, or Discord is a good one â I like that brands are really building community and finding cool ways to connect with their core audience.
What does your selection for the BoF 500 mean to you?
It means a lot. I feel like because Iâm not based in Paris or Milan, Iâm left off certain things. I told myself a couple of years ago, as long as Iâm able to have a business, pay my team, buy a house and be happy â lists are very subjective. But, the cool thing, particularly in this last year and a half, is that people have finally been noticing.
Even if more and more people are catching on late, itâs cool that Iâm finally getting my flowers. I really feel like Iâm just in the door and now itâs my goal to leave that door cracked open a little so other people can come in behind me.
Iâve always wanted to make this list, and itâs an honour to be around so many distinguished innovators that have been included on it over the past few years.
This is a sponsored feature paid for by Neft Vodka as part of a BoF partnership.
