Freshjive… No Logo.

For over 20 years, Freshjive has been stocking skate shops and streetwear boutiques with their signature looks, often sporting one of the most recognizable logos of the 90’s. However, all of that is about to change as Freshjive embarks upon one of the world’s first anti-branding campaigns, in which they will be stripping their logos from not just the outside of their garments, but from the labels themselves. Rick Klotz, the owner and designer for Freshjive states disillusionment with the world of branding and marketing and a desire to return to the essence of the design practice as reason for this bold new move.

Throughout the years I’ve become uncomfortable with this business of branding and brand identity. I’m not the type of person that buys something for the brand name. I’ve also never done a very good job at creating a captivating identity to our own brand logo. Also, within the streetwear culture, the promotion of a company’s brand has become downright silly to me. What’s amusing is I still really enjoy designing gear, graphics, and even logos. But when I see kids wearing company logos it reminds of people who are trying to be a part of a “tribe” or “gang”, as if they need to be part of something, which seems to go against the idea of individualism in style.

To learn more or read the interview, click here thanks to The Hundreds and PSFK.

This entry was posted on Monday, October 19th, 2009 at 4:01 pm and is filed under DESIGN, STRATEGY and tagged with DESIGN, fashion, Freshjive, STRATEGY. You can follow any responses to this entry through the RSS 2.0 feed.