Boxfresh - The brand
After graduating from university Roger Wade, the founder of Boxfresh began a career in advertising before starting up his own business. The decision came about after being let go from numerous jobs, Wade saw himself best as his own boss.
Motivated by a generation of music loving youths, Wade grew up during a culturally different time. He started up Boxfresh in 1989. The name for the brand came from an article one of his designers read about kids from the Bronx, describing their new trainers as being ‘fresh out of the box’. The name stuck.
Boxfresh made its debut in small markets in London’s alternative fashion spots Camden and Greenwich. Starting off, Boxfresh sold customised prints on vintage stock t shirts and sweats. By three years the brand had developed, selling to Japanese street wear accounts and having their first trade show in Paris. A flagship store then opened in Covent Garden. Boxfresh was stocking a variety of other street wear brands exclusively, putting them ahead of the game.
In 1995, Wade made a temporary move to the US, setting up an American Boxfresh base in Laguna Beach. The British street wear invasion didn’t go as planned, Wade ended up stocking a few of the first Californian street wear brands but soon came back home to London. The influence from abroad saw the creation of Boxfresh’s urban wear, which then saw the relaunch of their menswear and womenswear collections in a London trade show.
After over a decade of force, in 2005 Wade sold Boxfresh to the Pentland Group, the ex owners of trainers brand Reebok. A year later saw the launch of Boxfresh footwear, with a number of different designers and collaborations occurring over the recent years.
Boxfresh - Classic styles
Boxfresh are known as the British street wear originators, excelling in distinctive style with a strong urban influence. From musicians Chipmunk, Ironik and JLS – the hippest stars are proud to be seen donning Boxfresh.
With a wide a range of clothing, bags and shoes on offer, Boxfresh ‘s designers continue to produces great designs for all kinds of products; graphic tees, jackets, polos, jeans, shorts, trainers, the list goes on.
Combining refreshing artwork with high quality designs, Boxfresh’s graphic print t shirts are one of their most noticeable talents. Classic styles for men include; Langley Tee, Latifundia, Lichen: Class Logo Tee, Loetoe: Character Tee and the Lyre: Stag Beetle Tee. Match shirts with some of Boxfresh’s jeans for an easy to wear casual look. Our favourites are; Watentake, Wren: Regular Fit Jeans, Warrant, Waltson and Wadmal.
Fresh and striking footwear, Boxfresh kicks out any competition. Classics include: Boxer: Canvas/ Leather High-Top, Fungo II: Canvas/ Suede Shoe, Sparko IV: Leather Shoe, Clyro: Leather Slip-On Shoe and the Sip 3: Leather Slip-on shoe.
For outdoorsy sorts, or if you just want to buff up your swagger, we recommend these hoodies and coats: Beton: Bubble Jacket, Halobias hoody, Hawfinch: Quilted Front Sweater, Hudsonian: Crew Neck Sweater, and the Hoopoe: Zip-up Spotty hoody.
At the forefront of street style, Boxfresh are all about creating a community with their wearers. Boxfresh bring together urban styles from a variety of different formats: musicians, artists and writers all bring the Boxfresh community together through contributing designs, to collaborations with the brand. New partners are always on the horizon, being signed up year after year. Boxfresh is set to continue to evolve alongside the street world.
