Freshjive‘s Spring 2020 lookbook is a true anthem to the dawn of streetwear. Founded in 1989 by artist Rick Klots, the brand has deep roots in the surf, skate and punk culture of early 1980s Los Angeles.

The shots represent a journey through time and the life of the founder, born and raised in a peripheral and very difficult context, where the outlet valves were music (mainly punk rock), surfing and skateboarding. 

We find ourselves in the context perfectly described by Catherine Hardwicke’s masterpiece and scripted by Stacy Peralta, Lords of Dogtown in 2005: thanks to the drought of 1975 that hit California, a group of boys revolutionized forever the world of skateboarding, projecting it into the future and giving it the aesthetic that still dominates streetwear fashion and beyond. Three of those guys became true legends like Tony Alva, Jay Adams (who died in 2014) and Stacy Peralta.

The inspiration for this Spring 2020 by Freshjive is also expressed by the presence on the background of the shots of Monty “M.”‘s lookbook. Messex and Tom “Crazy” Davis of Dead Fucking Last, a punk rock band founded in 1991 in Los Angeles.

“If we have to explain who DFL (Dead Fucking Last) is then it means that you still have a lot of studying to do”.