We are born from the struggles of the street. Our founder has lived them. Dodging feds and taking care of himself, it’s his survival that earned our brand its authenticity.

Established in ‘13 - seems fitting, right? - we are built from the ground up. We stand as a recognition for those who look “fresh as”, despite their struggle. This recognition binds us, connecting us through our respect for the street life, culture and style.

Our founder is the custodian of Boon Wurrung land, the Prince of Melbourne.

We represent this city and our family with respect, humility and fearless protection.

We are linked to the land, and to each other.

We are more hood than good. We are not pretenders. We are only Freshies.