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Freshjive Spring 2010 Collection
Freshjive, founded in 1989, known as one of the originators of streetwear culture has after 21 years dropped the Freshjive logo entirely from its product and marketing and I think that is a bold and brilliant idea. The following is an explanation letter from Freshjive founder Rick Klotz:
“Dear Friends,
If you haven’t already heard:
Since I started Freshjive, I have had a personal conflict with this business of “branding”. In fact, I was so conflicted at one time, that I quit working. I am in the business of promoting the company brand yet personally I am not interested in items for the brand name. It’s a bit of a quagmire with me because I hate the culture of promoting a brand yet I enjoy designing clothes and t shirt designs.
Beginning with our spring 2010 line, we will no longer be using our brand logo or name on any of our product, including all labeling and t shirt designs. Nowhere on any product will our name or previous brand logo be used anymore.”
A little while back I posted about the Faded Hope tee (the first product to have no logo attached) and recently Freshjive have dropped the rest of their Spring 2010 line; Which consists of bright colours, dark topics, cut and sew shirts and shorts, tees and a few other products. To get a better idea of whats out check the Freshjive site and there are a few examples after the bounce.
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