Joe Freshgoods Opens Every Now and Then, a Store Rooted in Chicago Community

Joe Freshgoods’ new flagship blends retail, hospitality, and storytelling into a space built for Chicago’s creative community.

Joe Freshgoods has spent the better part of two decades building worlds through sneakers, apparel and storytelling. Now, he’s given those ideas a permanent space in his hometown.

Just last week, the Chicago designer officially opened Every Now and Then, his first permanent retail space in the city’s West Town neighborhood. Following a quiet soft launch earlier this month, the boutique is now open to the public, serving as both the flagship destination for Freshgoods’ own projects and a community-driven space where fashion, art, food, and design intersect. “I wanted this space to represent where I’m at in life right now,” Freshgoods wrote on Instagram. “Design, art, architecture, technology, food, and storytelling all living under one roof.”

For someone whose career has been built on telling deeply personal stories through product, Every Now and Then feels like the natural next chapter. Alongside upcoming Joe Freshgoods footwear and apparel releases, the store will carry a curated assortment of brands from around the world that currently can’t be found elsewhere in Chicago. “I wanted to create a real place for people to gather,” Freshgoods said. “Something that feels nostalgic to why I first fell in love with streetwear.”

Speaking with Block Club Chicago, the designer explained that the shop will champion “a lot of smaller, up-and-coming designers that I really believe in,” positioning Every Now and Then as a platform for emerging talent as much as it is a retail destination.

At the heart of the space is Josephine’s, an in-house café named after Freshgoods’ grandmother. Much like his celebrated collaborations with New Balance, the café draws directly from the designer’s own memories and upbringing. “It’s inspired by the summers I spent in Alabama, being around family, and the memories connected to food, tea, music, and slowing down for a little while,” he said.

Throughout the boutique, artwork by Jahlil Nzinga and Kayimahe Ishmael Zed sits alongside collectibles and cultural ephemera that trace the designer’s creative influences, making the experience feel as much like stepping into a living archive as it does a retail store.

According to Block Club Chicago, Every Now and Then has been years in the making, with Freshgoods describing the opening as the culmination of “20 years of hard work.” Rather than simply creating another storefront, the designer set out to build a permanent gathering place for Chicago’s creative community — one where conversations can happen as naturally as product launches.

Every Now and Then / Josephine’s
1843 W. Chicago Ave.
West Town, Chicago, IL 60622