Joe Freshgoods Creates 7-Eleven Fashion

Chicago designer collaborates with c-store to produce iconic gear.

May 11, 2021

7 Eleven Fashion by Joe Freshgoods

IRVING, Texas—Chicago designer Joe Robinson—better known as Joe Freshgoods—has collaborated with 7-Eleven to release a limited-edition capsule collection of fashions, including sweats, shirts and socks, along with collectible sticker packs inspired by the traditional 7-Eleven colors of green, orange and red.

This month, there will be two merchandise drops available online. The first starts at 7:11 p.m. EST on May 13 and the second will be at 7:11 p.m. EST on May 17, both on

Prices for the limited-edition merchandise range from $10 to $90. But this is just the tip of the iceberg as 7-Eleven kicks off Brainfreeze SZN, which the chain describes as “a super chill season celebrating all things summer, Slurpee, skating and street culture.”

"We are stoked to roll into Brainfreeze SZN with Joe Freshgoods—one of the coolest collabs in 7-Eleven history," said Marissa Jarratt, senior vice president and chief marketing officer, 7-Eleven. "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 skate park."

7-Eleven also will offer 7Rewards members customized Spotify playlists based on weekly quizzes, plus a “Sticker Slap,” a new AR game in the 7-Eleven app that awards exclusive stickers to the top 500 on the leaderboard each week. Rewards members can also use their 7Rewards points to shop for exclusive merch in 7-Eleven's own online popup shop, according to a 7-Eleven news release.

The 7-Eleven summer campaign targets the approximately 6.5 million people in the U.S. who participate in skateboarding. While the sport has become more mainstream with its own professional athletes, videogames and sponsors, it still retains its alternative, nonconformist attitude.

Click to learn more about Joe Freshgood’s new line.

This isn’t the first time 7-Eleven has collaborated on fashion. In August of 2020, the chain launched a clothing line with Forever 21, and in March of this year, 7-Eleven Sweden introduced branded “7-Eleven Pajamas.”

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