Brandless? Really? A clothing company? It’s kind of hard to wrap your head around the idea of it, but Rick Klotz, the founder of the streetwear clothing brand, Freshjive, think it’s a a necessary move. The move is inspired by Klotz disenchantment with branding all together. He feels that, “this business (clothing) is a popularity contest, and I don’t want to take part in that.” So, for the 2010 spring line the brand is going completely brandless, not only on their garments, but also on their promotional materials and website.
For over 20 years this streetwear brand has been a fixture in the skating and punk subcultures with many relationships with consumers and the retail shops they frequent. His recent anti-branding campaign looks to push the envelop on branding all together by not just relying on an iconic brand status that he feels many brands can fall victim to. Klotz feels that branding can leave a company open to parody that lead the brand to becoming tiresome, then eventually obsolete.
The whole notion of anti-branding is perplexing and challenges many of the compartments we are trained to place on retail and style all together. It remains to be seen how the consumers, especially new consumers, will embrace this concept. Is it the garment… the fit… the look… or is it the brand? I would venture to say that it’s “the brand.” I think more consumers are driven by the cachet of others knowing who and what they are wearing, but the whole idea of blatantly challenging this notion is noteworthy.
For the brands without constrictions,
Jesse Mills
Brand Architect
M-Consulting
www.mconsultingfirm.com
Brand Strategy l Brand Design l Brand Development
{ 2 comments… read them below or add one }
Rick Klotz is not the first person whose disenchantment with and idea has led them to make a short-sighted move. Klotz has simply made an anti-logo decision, not anti-branding. Branding is about telling compelling stories… he is not only telling a story, he is telling one with a specific message.
He runs the risk of ruining his brand long term if he doesn’t gain control of his purpose and articulate his anti-logo decision for what it is. In fact, he should incorporate his anti-logo move into his overall branding strategy! This is what a grocery chain in South Africa did- ‘Pic & Pay’ they tried this move on what they term their no name range… it failed miserably.
I actually like his anti-logo decision on clothing, let’s hope someone explains the difference before its too late!
Great insights! I agree, I think this strategy is daunting and works predominantly in the short-term when connected to compelling story or purpose. The PR machine supporting this initiative must be strong for it work as the story/cause needs to be shared on a platform that builds brand intimacy with it’s audience and brings awareness to the central message. My question to you Tim, isn’t a logo or any type of brand image almost inextricably connected to branding ? Also, can a brand sustain an “anti-logo”action in the long term? Please share your thoughts…
Jesse Mills
http://www.mconsultingfirm.com