Classic California streetwear cool is the theme of this s/s 2011 lookbook from long-time innovators Freshjive, capturing the LA grit and color in a way that the label has perfected throughout the years. Entitled River’s Edge, the line is loose and easy with the pieces put together in to well-composed looks, featuring more graphics than they’ve shown in the past few seasons. I especially feel the tank tops, always a staple for the warmer months… keep reading for the rest of this series.
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Tagged California, Freshjive, lookbook, spring/summer 2011
Now a few seasons deep in their fully ‘unbranded’ design direction, Freshjive is a label that’s undergone a full-blown reinvention. While many of their streetwear contemporaries of the early 2000′s have been slow to move with the market, Freshjive fully embraced changes in the direction of mainstream menswear, shedding flashy prints for a more subtle workwear-inspired aesthetic. And while I’m sure the brand gained a few haters for the paradigm shift, they’re definitely better off for it… this holiday 2010 collection looks great, with the line continuing to embrace its evolution. White jeans for winter? Check. Thick chunky cable knits? Check. Oversized scarf and two-tone pants? Double Check. With clothing as solid as their blog, Freshjive is looking just as good for this decade as they did during the last… keep reading for more.
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Entering their second season as an ‘unbranded’ collection, Freshjive‘s evolution is one of the most noteworthy amongst streetwear brands who have shifted their focus from all-over print and flashy graphics to cut-and-sew and subtle design in recent years. And while the collection itself isn’t exactly breaking new ground, you have to admire Freshjive’s adaptability and willingness to stay relevant, and this goes to the overall presentation of the brand itself… make sure to check out their blog, where they cover everything from politics to art to fashion. Keep reading for the rest of this f/w 2010 lookbook.
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