When I first read about this, I wasn’t really sure what to make of it. What did Freshjive really mean by “Anti-Branding”? Well, it turns out that Rick Klotz, owner of Freshjive, has decided to remove the Freshjive logo / name from the outside of their fashion lines as well as any inside labels. Their new product lines will feature no logo or name as to who their brand is whatsoever.

I can certainly appreciate not wanting to walk around like a human billboard for a company wearing their logo, and admit that it takes some pretty serious guts to go this route and stand firmly on the product alone, but I guess the question is – what would Nike be without the swoosh, what would Chanel be without its reversed letter C’s, and what would BMW be without its badge. The fact of the matter is that your brand and logo do matter to consumers on a variety of complex and subconscious levels.

Remember in the 1980’s when you would be able to buy generic “beer” at the grocery store, typeset in lowercase Helvetica. That was pretty amusing, but there is a reason that you don’t see that any more. Companies can make more money with a brand that is memorable verses one that is not. Brand loyalty pays the bills. Freshjive is by no means like generic beer, and has BRAND credibility and loyalist. Let’s see if the brand loyalty sticks when kids don’t know its Freshjive anymore.

Check out the full story and let us know what you think.

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