We’re pumped to put the spotlight on Joe Hughes… better known as @joeforincognito to the Kingsland Shoe Project community. Joe is a true student of the culture, and you can feel that energy in every fit, flick, and post he drops.
We’re obsessed with his clean style, sharp storytelling, and the way his lens makes sneakers look iconic and ready to wear. Whether he’s breaking down his love for classic trainers, Jordans, Timberlands or showing off his latest fits, Joe brings unmatched passion, personality, and creativity to the sneaker and streetwear scene.
His dedication to keeping his kicks fresh is exactly the kind of energy we’re all about. We’re hyped to feature him and even more hyped to have him repping our Fresh Flows.
Name: Joe Hughes
Socials: @joeforincognito (IG & TikTok)
Let’s get to know Joe:
1. How did you get into sneakers/ what is a person or time?
I remember first seeing the Yeezy 350 v1 Pirate Black on an End raffle and being like damn I really want those. Never got anywhere near em sadly, even when they most recently restocked 😂 but I think the whole Yeezy madness that happened 2015-2018 was what got me fully into sneakers for sure. I’d always liked nice sneakers - Nike Air Max 1s were my first love but Yeezys got me EXCITED ygm? They were what brought me into sneaker culture. It’s so sad that things went the way they did with Ye. I don’t have any Yeezys in the collection anymore apart from my waverunners which I don’t wear but can’t seem to let go of..
2. Favorite sneaker of all time?
Ah jeez depends what day of the week you ask me 😂 So many for so many different reasons. My absolute GRAIL was always the Off White Nike Air Max 90 in white. What Virgil did on The Ten collection was, and is, a huge inspiration to me. There’s a case to be made for the Chicago Jordan 1 for its historical significance. And as my first love was AM1s, I absolutely adore the Anniversary Red colourway on them too.. can I come back to you on this? Haha
3. What are your favorite go-to pairs ? Shoes by your door ready to wear?
I tend to lean into comfort and convenience for everyday wear. If it’s raining, I reach for my Nike Air Max 95 Sequoias. If it’s sunny, my Travis Scott Nike Zoom Filed Jaxx in the light chocolate colourway. Got them loose laced with pink laces so I can slip on and go!
4. What are some of your other passions / hobbies outside of sneakers?
Kind of goes hand in hand but streetwear. I love to travel, train and take my goldendoodle, Cooper, to the beach 🐾
5. What’s one random interesting fact about you?
Uhhhh.. I don’t have many but I can do the fast bit in Eminem’s song Rap God?
6. Which artist or athlete do you think had the biggest impact on sneaker culture?
Hard to argue with Michael Jordan, right? Legacy lives on to this day and shows no signs of stopping!
7. What pair in your collection always gets the most compliments?
Ooooooh, you wouldn’t think so as I have some absolute heaters but the Travis Scott Nike Zoom Field Jaxx I mentioned above gets loads of love when I’m out and about. Weird because people seem quite split on them. I think it’s the pink laces I added 👀
8. Anything else you would love to add?
Thanks for having me on! I’ve loved working with you and I can’t wait to see what we both do next 🫡
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