The Logo Formerly Known as Freshjive

“Beginning with our spring 2010 line,” states Rick Klotz, founder of the hip-hop streetwear clothing line Freshjive, “we will no longer be using our brand logo or name on any of our product, including all labeling and t shirt designs.” Further, in an exclusive interview for The Hundreds, Rick elaborates that “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.” Can a clothing label survive without a logo? I wonder if the level of publicity this no-logo approach generates between now (it’s already on the Huffington Post) will create enough non-brand awareness that the no-logo will become, well, a logo in itself. Thanks to Jacob C