September 13, 2009
Freshjive is taking their logo and name off all products, website, and promotional materials starting in 2010. This will certainly be interesting to see as one of my biggest problems with street brands is that while much of their clothing may be very good, there is inevitably some huge logo slapped all over it ruining the whole thing.
I don’t doubt that the move will be a successful one however I wonder if it represents the first in an industry wide sea change or will it be only successful for the early bird (a la Radiohead’s donation system of In Rainbows)
The company is still Freshjive. It’s just that none of our product will have any of our logos or even our name AT ALL. Not even in the labels. And after the turn of the year, no promotional material, nor our website will have any logos. It’s really invigorating to approach designing a line WITHOUT the constrictions of how the logo is gonna be placed or used on the garments.