It’s been a good year for Chicago-based designer/creative JoeFreshgoods.
His brand DBM (DopeBoyMagic) has been immensely successful not just locally, but all over the world. Joe and his team put in work and as a result he owns one of the strongest street wear brands out right now. Today his fall/winter collection “October ’96” dropped on dopeboymagic.com with a visually stunning lookbook shot by trashhand. Hypebeast described the collection accurately when they stated it “updates the throwback aesthetics for the modern youth”. I wanted to go back a little and see how it all started. In the two years I’ve known Joe I’ve learned that he’s a great guy with a solid work ethic and a love for strawberry lemonade but I wanted to know what inspired DBM and hopefully get a glimpse of what’s to come.
According to Joe, DBM was created in 2008 by himself and his friend Vic Lloyd. The two worked at Leaders in Wicker Park and came up with the name DopeBoyMagic as joke. The name stuck. The inspiration behind DBM is 30 years of urban culture and Chicago lifestyle. The goal was to bring the hood to the mainstream fashion world. The first full collection was launched the summer of 2012. Since then the popularity of the brand has grown and Joe has become synonymous with Chicago street wear.
“People identify themselves with the brand” explains Joe, “people see where it has come from and that works in our favor”.
Speaking to Joe now versus the beginning of the summer you can definitely see how he’s grown and how that will translate into his brand. “Some of the pieces are more mature this season. I’m slowly starting to shy away from DopeBoyMagic and move to DBM. We’re trying to reach a bigger audience”.
I think he’s doing a great job at reaching a wider audience while still making the current supporters happy, which isn’t always an easy task. “It’s a learning process everyday” says Joe, “it’s important to stay a few steps ahead of people”.
The “October ’96” DBM collection is really something to be proud of. I’m absolutely in love with the flight jacket and the Tommy: No Job hoodie is genius. The entire collection can be seen at dopeboymagic.com and if you live in Chicago you’ll have the opportunity to snag your gear in person soon. Joe has been working on opening his own store and its slated to be ready for Black Friday. All I can tell you is it will be in the Logan Square area and it will be awesome. DBM is definitely a hood success story and I’m so excited to see this brand flourish and leave its mark.