Freshjive Takes on a New Direction

Started in 1989 by LA native, Otis/Parsons design student Rick Klotz, Freshjive blazed a trail for a new category in ready to wear apparel. What started as a small T-shirt line geared at skate-boarders, surfers and graffiti artists, has grown into a multimillion dollar business, and an undeniable force in the fashion and apparel industry.

Now in its 21st annum, Freshjive's creative voice has decided on a new direction for his young adult line, abandoning the category that it has so long been instrumental to. Bringing in creative director Mark Wiesmayr, who has worked with Tsubi, Urban Outfitters and Blue Blood, Freshjive is stepping away from its street wear roots, in the direction of a more men's, designer-contemporary line while maintaining its street culture sensibility and affordable price point.

Choosing to move forward without visible name branding, the new Freshjive has a focus on rustic modernism, in both texture and form, celebrating the masculine relationship between avant-garde design and heritage aesthetics. Enhanced by their signature fabrics and details, this new line is a landmark of Freshjive's cultural metamorphosis. The design of the coming seasons will be themed around characters and stories, and will convey narrative messages on the canvas of fashion forward garments, with modern silhouettes.