While many established labels are cultivating their brand name in the face of economic setbacks, Freshjive has decided to go in the opposite direction. Eschewing the use of logos and even label tags, the more than 20-year-old streetwear company is promoting a return to design’s purist essence by letting the clothes speak for themselves—a move that just might be what the label-saturated world of fashion needs.

In an exclusive interview with The Hundreds, owner and designer Rick Klotz explained his reasons behind this daring move: “When I see kids wearing company logos it reminds of people who are trying to be a part of a ‘tribe’ or ‘gang,’ as if they need to be part of something, which seems to go against the idea of individualism in style.” Beginning with the spring/summer ’10 line, all products will be noticeably devoid of any brand markers. The principle is commendable, but this switch may not seem like the most practical idea from a business standpoint.

Klotz has nurtured a loyal following with clients, stores and street-savvy kids over the years, but it remains to be seen how they will respond. “I know it’s a very punk move, but I’ve never been shy about pulling the trigger on a controversial idea,” he admits. “I’m only gonna rest on the laurels of our relationships with stores, customers and the design of the actual pieces in the line.”

It’s a risky move indeed, but Klotz is ultimately sending the right messgae.

—Chelsea Bauch