The new Freshjive SS12 Collection for men offers a mixture of styles including hipster, 80s aesthetics and preppy. The collection, which has been given the name 'Less than Zero' features warm weather essentials in playful colors.
Similar to the brand's other lines, the Freshjive SS12 collection draws inspiration from the characters of Bret Easton Ellis’ work of California cynicism. The collection offers everything from trousers to shorts to tanks to graphic t-shirts. Standout pieces include a pair of turquoise pants and a vintage graphic t-shirt featuring the Olympic rings.
Implications - Businesses that create products to match or complement a specific culture or pop culture movement will likely generate a loyal clientele. Consumers will be drawn to those products that best reflect their individuality and personal preferences.