We took off from downtown LA , northbound, on a road trip toward SF.

It was great to get out of the city.

We drove up to Santa Cruz through Big Sur, an amazing drive through majestic untouched Central California coastline.

Big thanks to the Santa Cruz homies for makin us feel at home: Fonz, Ian, Mowgs, Driscoll, Megan…

SC definitely felt way more like the true “surf city” than Huntington.  Our buddies run an organic farm and had amazing dinner waiting for us, and even had t.moss himself, artist/surf film maker extraordinaire, at dinner.  After hittin up the local watering hole for some Jameson and Guiness, the drink of choice in the cold dampness, we went back to there surf cabin in the woods.  I think I experienced more nature from 1 night there than all of ‘09 in LA.

We found some cool stores in downtown SC that will be carrying Ampal soon.

After an icy surf at scott’s creak, we continued up the CA-1 N, completely fogged in, and are ready for the next few days in SF…

Our buddies at Media Contender gave us the heads up on this NOT TO BE MISSED show.

500 tickets go on sale today at 1 @ Turntable Lab on Fairfax

Its at a tba location downtown, but we’ll be in SF, so enjoy…

Starting in Spring 2010 Freshjive will “no longer use any brand logos or names on any of the Freshjive product.”  The Hundreds interviewed Rick Klotz the man behind Freshjive, as well as,,, Reserve, RMK, Gonz, Warriors of Radness, about the move…

“I know it’s a very punk move, but I’ve never been shy about pulling the trigger on a controversial idea. I’m only gonna rest on the laurels of our relationships with stores, customers, and the design of the actual pieces in the line. Sometimes I consider it like a big commercial experiment, but that’s exciting to me. To step in to the darkness of the future with a new idea, not knowing what the outcome is going to be.“

- Rick Klotz

Read the rest at thehundreds.com

I appreciate what Rick is doing, especially that he is “only gonna rest on the laurels of our relationships with stores, customers, and the design of the actual pieces in the line.”  Lately I find myself wearing almost no graphic/logo ts besides an occasional rockers or crap t.  In fall 07 I had approached a similar idea as a reaction to the prevailing trends of the time, with MINOR VARIETY a small line that I put on hold midway through 2008 to focus on Ampal.

Under the MV “label” there was no visible branding, other than a small rectangle of material sewn in an inconspicuous location, and a hand sewn hangtag with a little info.  For being such a small endeavor the reaction was overwhelmingly positive with individual orders coming from all over the US and even a few from Europe, and selling out 3 times at our friends’ boutique in La Jolla.

I have to wonder, that even having a “blank” rectangle where a logo or label would normally go, consists of branding the product.  If Freshjive really wanted every piece to not be branded, shouldn’t there be nothing on the exterior that would give away the company?

Hello, you’ve probably notice the new website.  Big thanks to Jacob Heftmann for the site redesign. We plan on using the site to share with you further insight into our lifestyle and those who inspire it.  Thanks for the continued support, as this is a work in progress.  The new collection will be out late september.

-tAc – AP/DS

This year’s collection includes custom cut and sew newsboys and drivers caps as well as unique blocked fedoras, porkpies and bowlers and the introduction of our snap-back baseball cap. Our hats are inspired by the classics, and refined with a modern aesthetic and unique details. All the materials have been handpicked and every detail perfected. Enjoy…

View | Shop