Good Intentioned Streetwear Brand’s Bad Idea

Streetwear company, Freshjive, is taking a very unorthodox and contradictory approach to their line because today’s youth are too mesmerized by branding according to aging founder, Rick Klotz. In this pseudo interview he writes, “When I see kids wearing company logos it reminds of people who are trying to be a part of a “tribe” or “gang.” So moving forward, all the branding will be stripped off down to the labels and website. The name will remain the same, but everything else will get blacked-out, resembling more of a rebrand than some sort of apparel industry coup. The old font based logo was replaced with a white outlined black box. And this is different from branding how? |TheHundreds|

Freshjive T-Shirt Sums Up Streetwear Scene

Even though Freshjive founder Rick Klotz created this “special editon tee” as commentary about the punk rocking Suicidal Tendencies’ tendency to attract “meat head followers during the early eighties,” it doubles nicely as an encapsulation of streetwear on a whole (and the mostly anonymous bloggers that jock the scene). Cause, truth be told, making a design that is actually gayer than the sweaty LA frat boys you’re trying to criticize seems rather counter productive and not so ironic at all.