If you have any knowledge then you probably have heard of the brand Freshjive. The brand was started over 20 years ago by founder Rick Klot. The brand has gone through many ups and downs over the years. With Klot back at the helm, Freshjive is once again trying to take its place on top of heap. It was announced earlier in the year that Freshjive was officially changing dramatically in the year 2010. The brand would go unlabeled, unlogoed, and unbranded. This was Klots word on the subject during a interview with Bobby Hundreds.

“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. What’s amusing is I still really enjoy designing gear, graphics, and even logos. But when I see kids wearing company logos it reminds of people who are trying to be a part of a “tribe” or “gang”, as if they need to be part of something, which seems to go against the idea of individualism in style.”

As it is not the year 2010 yet no one is sure how the brand will be taken by the community and the dramatic change in business plan. But looking at their upcoming collections shoes off the progression of the brand in all aspects. Check out some photos from the lookbook.

via Highsnobiety