# Compositionally Angular Streetwear The Second Freshjive SS 2012 Lookbook is Sleek and Suave By Sophia Pelka | Published 2012-04-09 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/freshjive-ss-20121 References: [english.mashkulture.net](http://english.mashkulture.net/2012/04/05/freshjive-2012-spring-lookbook-pt-2/) & [freshjive](http://freshjive.com/about) The Freshjive SS 2012 lookbook is precise, allowing a slickness and radiant sartorial appeal. The series is driven by [contemporary basics](https://www.trendhunter.com/trends/heritage-core): color block tees, faded oxfords, tall hem pleated shorts and trousers. The staple piece-inspired collection is showcased with simplicity and elegance, emphasizing the [high quality tailoring](https://www.trendhunter.com/trends/galilee-by-sea) of the SS line. The lookbook plays on naturally occurring geometrics within backdrops, light and shade. The structured composition of the 'Naked City' lookbook is crisp and gentlemanly, while maintaining a [street-savvy wearability](https://www.trendhunter.com/trends/pyra-scenic-route). Freshjive has been exploring street styles for over 20 years. Just recently, the company completely dropped its logo from all products and campaigns, making a statement on the facade of authenticity in the street wear world. Branded culture, politics and fashion now collides. ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 72% | Activity: 39% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Why This Trend Is Growing - **Authentic Streetwear:** There is an opportunity for brands to focus on creating authentic streetwear pieces that prioritize quality tailoring and sleek designs. - **Minimalist Fashion:** Minimalism continues to be a driving trend in the fashion industry, with emphasis on basic pieces showcased with simplicity and elegance. - **Composition-based Design:** Designers can explore utilizing naturally occurring geometrics and structured compositions in advertising campaigns and lookbooks to create visually striking pieces. ### Industries Being Reshaped - **Streetwear Industry:** The streetwear industry can focus on creating authentic pieces that prioritize quality tailoring and minimalist designs. - **Fashion Industry:** Minimalist fashion can be a disruptive innovation in the fashion industry, with emphasis on basic pieces showcased with simplicity and elegance. - **Advertising Industry:** The advertising industry can explore utilizing naturally occurring geometrics and structured compositions in campaigns to create visually striking and memorable pieces. ## Related on Trend Hunter - [Avant-Garde Street Capsules](https://www.trendhunter.com/trends/day-3-capsule-2.md) - [Understated Spring-Centric Fashion](https://www.trendhunter.com/trends/stein.md) - [Modern Tailored Spring Fashion](https://www.trendhunter.com/trends/graphpaper-ss26.md) - [Fabric-Centric Spring Fashion Capsules](https://www.trendhunter.com/trends/sage-nation-5.md) - [Refined Utility Tailoring](https://www.trendhunter.com/trends/apresse-2026.md) - [Spring Technical Apparel](https://www.trendhunter.com/trends/acoldwall-5.md) - [Laid-Back Modernwear](https://www.trendhunter.com/trends/digawel-springsummer-2026.md) - [Monochrome Fashion Campaigns](https://www.trendhunter.com/trends/jiyongkim-fw25.md) - [Modern Minimalist Apparel Collections](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit.md)