Rebirth of Freshjive, Un-Re-branded…?

Article written by: Jacob Breinholt
Posted on: August 29, 2009

In an interview with The Hundreds, Rick Klotz, owner of several streetwear companies including FreshJive, claimed that he was stripping Freshjive of its branding. According to TH, Klotz has proclaimed that:

Beginning Spring 2010 … let it be known that he will no longer use any brand logos or names on any of the Freshjive product

The logic behind the move, according to Klotz, is that over the years he has become uncomfortable with branding and brand identity. He claims that when he sees people wearing a type of clothing for the brand, it reminds him of people trying to be part of a tribe or gang, which according to Klotz, goes against the idea of individualism in fashion.

It would be an easy argument, to say that  stripping Freshjive items of the logo, and replacing it with a black-box has effectively re-branded Freshjive (instead of  un-branded). This explanation would normally be conclusive on its face.

In this case though, it appears that Klotz may really be trying to do something other than simply disguise a clever re-branding campaign as some sort of political statement or social criticism. Take a look at Freshjive’s website these days, and it looks like something put together by a group of hipster militant activists. There are two links at the bottom. One is “Propagandist,” and the other is “The World’s Got Problems.” The propagandist link goes to a page displaying product. The other link directs to a blog which contains pretty hardliner political commentary.

The part of the act that makes it hard to swallow is the fact that Klotz is also behind the apparel brands RMK and Warriors of Radness, which apparently will continue to bear the brands’ logos. This seems to contradict the message that Klotz claims to be promoting with the new Freshjive labels especially after telling The Hundreds that:

The Freshjive name is forever defunct. But I still design logos in the t shirt line. But the logos are single designs within the line, usually designed to communicate a certain thought provoking idea. You can’t discount the power of a logo in the market. Now I’m just dropping our own logo, and then occasionally appropriating the power of someone else’s logo to communicate a new message. So to the brand building community: Careful when building an influential logo, as I just might use that influence through some further graphic manipulation, and throw it back out into the market like a brick bashing through a window.

It makes one wonder if the that brick bashing through the window will ever bear the RMK logo. I’m guessing, probably not.

If anything, it appears that in his attempt to get political, Klotz has himself, developed a few traits found in politicians. In this case, double talk, comes to mind. That is just one opinion though. Maybe there really are altruistic motives behind the black square. Maybe Klotz really does just want to educate the kids.

Freshjive streetwear apparel is available here.

What is your take?