Freshjive’s Online Heritage Shop

While many of you might be familiar with Freshjive’s main line, as well as their recent re-worked vintage collection Warriors Of Radness, you might not know about Reserve.  Opened in 2006, it acts as a flagship store for all the labels produced by the Freshjive Manufacturing Company and also carries a wide range of unique vintage books and magazines related to graphic design, photography, and all things pop culture. In addition, the space acts as a makeshift artistic community center – playing host to exhibitions  and performances throughout the year.

Recently, while looking at the new Warriors Of Radness sticker collection, PSFK came upon the Reserve Online Book Store. While many brands are quick to boast their “vintage” wears when in actuality they are often new or dead stock (or items purposefully made to “look” vintage) few companies are offering the real deal like Reserve. The Reserve website manages to do what few retail sites have before – made the visitor feel like they weren’t  looking at a clothing site’s online shop. Rather,  you actually feel like you are sifting through vintage books at your local shop- complete with vintage records via Reserve Radio . While many brands are quick to label themselves “heritage” few make you believe you are actually privy to a subculture or unique point of view. However, as PSFK has covered in the past, the Freshjive team seem to be pros at changing the rules of the game.

If you are in LA you can visit their store at:

Reserve
420 North Fairfax Ave.
Los Angeles, CA 90036