Joseph Robinson — better known as JoeFreshGoods — is a longtime Chicago veteran of the game whose touring city pop-ups brought out crowds en masse. Recently his collaborations with everyone from New Balance to companies like Spotify and Snapple have put him and his Don’t Be Mad label in an even bigger spotlight.

But don’t get it twisted: It’s a family affair. And Robinson describes the rest of his Fat Tiger Workshop crew as the apparel equivalent of the Wu-Tang Clan. These days people supporting their locals may be stronger than ever, but in our conversation Robinson talks about how he’s been on that wave for a long time.

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