The new collection will help kickoff 7-Eleven's Brainfreeze SZN™ promotion that will celebrate Slurpees, skating and street culture. The first part of the merch collaboration debuted Wednesday at 7:11 p.m. ET, with the second wave of the fashion collection set to release on May 27, also at 7:11 p.m. ET.

"We are stoked to roll into Brainfreeze SZN with Joe Freshgoods – one of the coolest collabs in 7-Eleven history," Marissa Jarratt, 7-Eleven senior vice president and chief marketing officer, said in a statement. "We especially wanted to ramp up the summer fun factor this year after missing out in 2020, and skater fans can count on 7-Eleven's 24/7 convenience to keep them fueled whether they're mastering a new trick, skating around town or watching pros catch some air at the skatepark."

Freshgoods, who hails from the West Side of Chicago, is regarded as both an innovative designer and creative director. His knack for blending unique, authentic narratives with his standout fashion pieces and cultural references has made him a staple figure in streetwear culture in recent years. According to him, his ultimate mission is to continue telling stories through his one-of-a-kind collections.

Joe Freshgoods

Get relevant content delivered to you once a week