Freshjive Fall 2010 Preview

As PSFK has previously covered, this coming year will mark a dramatic change for influential streetwear label Freshjive as they embark on a logoless/brandless campaign. This strategy applies not just to their advertising, but also to the clothing itself- which from the looks of the Fall 2010 Preview sent out earlier this month will take on a more minimalist and classic menswear look than we’ve ever seen from the brand.

According to a Press Release sent out by creator Rick Klotz:

After 20 years as one of the most controversial streetwear brands, Freshjive is not only denouncing their own name and branding beginning in 2010, but is altogether abandoning many of the aspects that previously classified them as a streetwear brand. We’ve taken full creative advantage of the versatility of debranding and have reintroduced the line combining  a mix of classic and contemporary styling, with a strong focus on garment design. The t shirt line has taken a surrealist angle, while still expressing our particular take on culture and the world at large.

While the line angles to retain the street-cred they’ve accumulated as one of the most prominent urban brands of the last two decades, a glance at their upcoming lookbook hints at a more mature and almost office-appropriate attire (if you happen to work at a very hip design firm that is).

Fresh Jive