To many streetwear aficionados, the name Freshjive conjures up some of the hardest working designers and and innovators in the business. 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.

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