Why is FRESHJIVE so different in Australia?

In the second issue of T WORLD mag, we learn why we can find a different FJ style in OZ as opposed to the rest of the world...

FJ's Australian designers say that the brand has been set up defferently downunder and that many of the U.S. designs don't sit well with the Australian FJ customer. Quite simply, the brand is marketed differently in the non-L.A market.

Freshjive first came to Australia as a production licence granted to an individual, Helaine Stanley. She never produced any product, so Globe International ran the brand until january2, 2007; when Brand Collective took it over.

The design team say around a third of the tees you see in Australia are new U.S. graphics, most of the graphics are Australian designs and the remainder are logo tees. Recently, Freshjive in Oz has started referencing L.A. in its work. So perhaps Brand Collective 'll pick up the gauntlet and run some of Rick's ballsiest pieces. But will Australian FJ fans be ready for the real deal?

text: T