Who In The World Is Fred Sandiego?

Article written by: Asmara Wreksono
Posted on: June 24, 2009

There’s one thing similar in almost every new independent streetwear that just launched: the struggle to build a unique character.  Among the upcoming streetwear brands, SoJones.com’s encounter with the recently-launched Fred Sandiego has been memorable.  The streetwear brand comes up with a story to back their character, “Fred”, whose spirits infused the whole collection, although the story is probably rather creepy.  Taken from their website, here’s the story of Fred.

Fred is an average Southern Californian kid – he surfs, skates, loves the beach and hates algebra – but there is just one peculiar thing about Fred: he’s dead. Due to an unfortunate twist of fate, his life ended abruptly one Saturday afternoon.

However, instead of departing to the other side, Fred got stuck among the living because he has a secret mission to accomplish.

The only one who can still see and feel Fred’s presence is Edward, his loyal dog.

Founded by Jani of Helsinki, Finland and Tapio of San Diego, California, Fred Sandiego is a new streetwear brand aiming to offer streetwear fans with fresh-colored collection and sassy attitude.  The brand was created in two continents, or in their lingo: under the loving sun of California and in themiddle of urban vibe of Europe.

As also done by other streetwear companies, Fred Sandiego reaches out to the community, but not only to the local scene.  The brand supports young and upcoming bands around the world as they pick four of their favorite bands from different continents using MySpace and audience’s suggestions, to be featured and promoted through Fred Music (a part of their website).  Aspiring musicians will get their voices heard, as their contact information, website link and pictures are featured on Fred Sandiego’s website.

Aside from aspiring musicians, Fred Sandiego also shows love for the environment and nature.  This is in line with their ideology: “always do something good”.  Their main target is to protect the beautiful nature, and as of 2009, it was stated that WWF will receive 3% of their earnings on an undisclosed date.

Fred Sandiego’s collection is currently still limited, consisting of mostly graphic t-shirts and hoodies for men, women and kids.  The basic designs feature Fred himself, styled in many ways by visual designer, Henri, straight from Helsinki, Finland.  Although the prices on their online shop still uses the Euro currency, the Fred Sandiego collection is priced from around $20 to $50 and are available to ship into the United States.  Here are some of the SoJones-approved items from Fred Sandiego.

Fred Raiser Tee

Joker Tee

Gold Skull Hoodie

Pink Tee

To see more of Fred Sandiego’s Collection, visit their official website at www.fredsandiego.com