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.