Freshjive may have started out as a terse streetwear label with an unapologetic and no conformist spirit, always aiming to shock with their irreverent punch lines and graphics. However, after years of playing the anarchists, the Freshjive boys who ran about town have grown up, and with a new creative direction, the label is officially departed from the t-shirt scene, and brought a little more sartorial maturity and depth into the label in its Fall/Winter 2010 collection. The best part is, Freshjive is now rid of all labels, save for a black tag that makes a quiet defiant statement against branding and commercialism.
For Fall/Winter 2010, plaids button downs, vests, a great mix of materials and silhouettes (a stand out being a sporty cardigan/varsity jacket mixed from molten wool and nylon) create depth and complexity for the label. Thoughtfully tailored, all grown up with looks for every occasion without sacrificing the ingenuity of youth with creative pairing, it seems like Freshjive only gets better as it gets older. images via: Provider
Its good to see brands grown up
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