It's often said that labels are less important today and that more people less logos on their clothing. But what if your favourite brand decided to rid itself of it's name altogether?
Some brands undergo a revamp, streetwear label Freshjive went a step further. Ridding itself of all labels, it went without a name for a while - illustrating this point by putting the video of US politician R.Budd Dwyer committing suicide on their homepage. The brand eventually relaunched with no name, their site showcasing an empty box.
They still use the Freshjive name - mainly because they didn't want to end up in a Prince-esque nameless limbo - but they're a perfect example of a brand taking a 'revamp' to new levels and testing consumers willingness to purely be into clothes for the clothes themselves.
Words by Jason Dike