Combining style trends with the lifestyle trend of convening with God's nature, it makes perfect sense that not far from Hollywood's religious HQ, a born again surfer movement is growing on the West coast. Could this be a sign that crosses and halos will replace alien heads and phat lettering in approaching surfwear collections? No Fear means just what it says. Religious or not, a little dab of surfer vibe is always a safe summer style path to take. The surfwear family tree goes like this: The Pacific Ocean is the birthplace of surfing - along the Ancient Hawaiian coastline - where royalty ran the religious show as well as the early status quo of surfboard usage. Surfwear is the grandfather that spawned skater and snowboard clothes. Thus the genetic tie-in of Hawaiian prints in skater clothes. The very early surfboards also were fashioned in Hawaiian print fabric. (Surf-savvy Puka Beads are making a serious comeback - with fake-out candy necklace versions offering the same vibe from afar.) Hawaiian prints are everywhere from scarves, dresses, and bags - and anything with a distant reference to a palm tree works too. Surfer shorts have been one of those trends that has threatened the mainstream almost every summer this decade. But this summer, thanks to Old Navy saturation, no ready-to-wear design house will ever dare put surfer shorts in a collection again.
Nestled in the heart of, and very influenced by the Pico Scene in LA - where religious murals abound - is the home base for a very groovy design house. Catering to all board sports and metropolitan lifestyles, Fresh Jive was founded in 1990, and has been trailblazing ever since. Entrepreneurial visionary founder Rick Klotz has always kept a close watch over the marketing and graphics, and has been "copied", not to much avail, by most "other" skater companies. For instance, we noticed a Mecca ad that was hauntingly similar to a FJ ad run the month before. Silly Mecca used a similar looking model kid, and a tree, but they put the tree in front of the model kid, making their ad look like more of a parody than an "interpretation". Rick shoots almost all the ads for FJ himself, using cool looking friends, coworkers and girlfriends, except when Stephen Stickler stepped in to shoot the Porn Campaign. Always delivering a fresh sense of humor, if you look very closely at the "Hawaiian" print from the girl's line, you'll see Los Angeles. The lesson of the day is if you really do your own thing, no one can copy you. So get to work.
Left to right Guy Hartley: skater spokesmodel/FJ's press guy, Campaign Girl, Campaign Photographer Stephen Stickler and ride. Girl's Shorts, Rick the Man, CU of "Hawaiian Print".