No Brand

Begin­ning Spring 2010, Rick Klotz, owner and designer for Freshjive, is strip­ping all brand from the firm, their mar­ket­ing and indeed, soon, their website:

“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. I’ve also never done a very good job at cre­at­ing a cap­ti­vat­ing iden­tity to our own brand logo. Also, within the streetwear cul­ture, the pro­mo­tion of a company’s brand has become down­right silly to me.”

Worth not­ing is that Freshjive is a sub-​​brand of Gen­eral Pants Co., which includes 70 retail loca­tions across Aus­tri­alia, gen­er­at­ing at least $250M in rev­enue annu­ally. So: is this a ballsy cor­po­rate move? Is it punk, as Klotz states, for an iconic com­pany with two decades of his­tory to drop it’s name?

Catch the full inter­view with Klotz at The Hun­dreds blog.