1 Mar
California streetwear brand loses its logo, and branding

Today Freshjive released their Spring/Summer line and they delivered pretty much exactly what you’d expect from the 20+ year-old California streetwear brand: politically and socially charged graphic tees, pastel madras plaid jackets and shorts, seersucker shorts, colorful oxford shirtings, clean unwashed denim in narrow silhouettes and solid color twill jeans. And of course, plenty of controversy — like their Kanye diss above or the ALIFE “Gaylife” satire below. The difference here is this is the first season that Freshjive will no longer be using its logo or name on any of its products, and it’s the second to last season before the completion of its complete aesthetic mutation. No logos or branding? Now that’s a fresh idea…

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