Superluxe

observations in the luxury industry

Freshjive

Published on 08.20.2009

Freshjive is a streewear label that is planning on being one of the world’s first anti-branding campaigns by stripping their logos from their clothes (outside the garments and on the labels themselves).

“Throughout the years I’ve become uncomfortable with this business of branding and brand identity. I’m not the type of person that buys something for the brand name.” – Rick Klotz, owner of Freshjive


While I think this is an interesting attempt to comment on the power of branding, I think no matter what branding will always be a part of a product. Freshjive has just created a brand out of no branding. The tag in the image to the left will eventually become their brand of sorts. Instead of being all anti-branding, we need to embrace it in a way where we’re consistently honest with the consumer.

Filed under: Branding

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