The Freshjive SS 2012 lookbook is inspired by gangster-run Hollywood via the 1920s prohibition era. The video features jazz music and fuzzy black and white footage. The clothing is closer in style to a '60s greaser, but holds hints of 1930s sartorial structuring. While the line is tailored, it maintains the street-savvy appeal typical of Freshjive clothing. The trousers slouch and hug in all the right places. Barber shop button-ups and graphic tees balance the line nicely, giving it a cool and collected vibe.
The Freshjive SS 2012 lookbook is slick. After 21 years of exploring street style, the company completely dropped its logo from products and marketing. Being fed up with the facade of streetwear, the company turned to commercial statements on branded culture, politics and fashion.
Hollywood Gangster Editorials
The Freshjive SS 2012 Lookbook is a Throwback to the 1920s
Trend Themes
1. Throwback Fashion - There is a trend of fashion brands creating lookbooks and collections inspired by past eras, such as the 1920s prohibition era in this case, to offer a nostalgic and vintage aesthetic to consumers.
2. Logo-less Branding - A trend of brands, like Freshjive, choosing to remove their logos from products and marketing in order to focus on making commercial statements on branded culture, politics, and fashion.
3. Tailored Streetwear - There is a trend of clothing lines, like Freshjive SS 2012, merging tailored elements with streetwear aesthetics to create a fashionable and street-savvy appeal for consumers.
Industry Implications
1. Fashion - The fashion industry can take advantage of the throwback fashion trend by creating collections that offer a nostalgic and vintage aesthetic to appeal to consumers.
2. Branding & Marketing - The branding and marketing industry can explore the logo-less branding trend by helping brands to communicate commercial statements on branded culture, politics, and fashion in their marketing strategies.
3. Apparel Manufacturing - The apparel manufacturing industry can capitalize on the trend of tailored streetwear by producing clothing lines that merge tailored elements with streetwear aesthetics to meet the demand for fashionable and street-savvy apparel.