Freshjive Girls: Anything but Frilly
After several years, Los Angeles–based streetwear company Freshjive is reintroducing Freshjive Girls for Fall 2006. Keeping the core streetwear look of its men’s line, the girls’ collection is consistent with the company’s image, said Aaron Levant, director of U.S. sales and marketing. “It’s basically a lot of the men’s looks redone to fit women’s bodies,” he said. “It makes sense alongside the men’s line.”
Designed by Merrily Lupo, former head designer at American Apparel, the collection will consist of hoodies, fleece pieces and T-shirts for the first season. Wholesale price points for the tomboy line are $30–$70. “The collection is true to the original concept of streetwear,” Lupo said. “It’s utilitarian clothing. The fits are easy—not shrunken.”
Freshjive designer Rick Klotz said the line might expand in the future.
“To start, we kept the categories really tight,” Klotz said. “We’re only making stuff that seems appropriate for the brand.” He declined to label the sort of girl who’d wear the clothes, but Lupo pegged her as any girl between the ages of 15 and 30.
Manufactured in the United States and China, the line will sell in some retailers that already carry Freshjive’s men’s streetwear—but will also be sold independently of the men’s line in other retailers.
The line will show at Pitti’s Welcome to My House trade show in Florence, Italy, Bread & Butter in Barcelona, Spain, and Agenda in San Diego this month, as well as at Pool in Las Vegas in February. For more information, call (213) 748-0129. —Erin Barajas
