If you’ve been around for a while, you should already be aware of Freshjive’s historical impact on streetwear, But how to adequately describe Freshjive to a 2020 audience? Never mind the standard blend of diverse Southern California subcultures business that usually accompanies classic streetwear labels; that’s just a way to say that people who liked Sponge wore it, but people who liked Orbital wore it too, without actually knowing bands from 1994. Everyone gets it. If you want a real sense of Freshjive’s influence, just do a simple image search. It becomes obvious pretty quickly that we are living in a world that Freshjive created.
Freshjive's provocative "What The Fuck Is Really Going On" tagline has been with us for some time. And while the once rhetorical question has always been relevant, it seems more fitting today than ever before.