Freshjive was founded in 1989 by Rick Klotz. Originally intended to reflect the varied influences of his California lifestyle, the company became known as one of the originators of streetwear culture, both innovating and experimenting with progressive style and marketing, never afraid of doing the unexpected. In later years, a dissolution with the facade of street style and fashion in general lead the company into commercial statements about politics and the culture at large, culminating with an abrupt action against branded culture. In 2010, after 21 years of exhausting the possibilities in the niche of street style and in another fell swoop of instinctive risk, the company dropped its logo entirely from its product and marketing, and along with that a re-invention of the stylistic direction of the line.