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Boxfresh

Boxfresh

Boxfresh (n)/ l bäks·-,fresHl

  • 1. Someone or something that is new and cool, or innovative in a fashion sense
  • 2. Originally derived from New York hip-hop slang describing a new pair of footwear as being “fresh out of the box”.

Boxfresh was founded in 1989 at the home of alternative fashion on stalls in Greenwich and Camden Markets, London when the UK streetwear movement was in full swing under a backdrop of dance, trance, hip-hop music and the unforgettable club culture. From humble beginnings of selling customised prints on vintage T-shirts and sweatshirts, it has grown and today is a fully fledged international brand with collections spanning clothing and footwear. Boxfresh products are today sold in the most influential urban stores globally.

The 1990s saw the beginning of the global ascent of Boxfresh, as the workwear craze erupted across Europe. Soon afterwards, the brand spread to the dominant fashion markets of Japan and North America as workwear increased its influence on the global fashion scene. Prestigious collaborations followed with DJs and urban artists such as Massive Attack, Goldie, Roni Size, Roots Manuva, Mr Scruff, DJ Vadim, DJ Yoda and Sway amongst others.

The early 2000s saw the brand broaden into footwear, a logical step for a brand whose name was inspired by the terminology for a pair of trainers being “fresh out the box”.

The brand was acquired by Pentland Brands plc in 2005 and today is on sale throughout the world’s fashion capitals.

2009 will be an electrifying year. Firstly a birthday bash and then an array of campaigns to unite consumers globally. Continuing the link to music, Boxfresh and Global Underground join forces in a special collaboration to celebrate the label's superstar DJ releases, and Su and Olaf Parker, the original illustrious design team, return this autumn to create a distinctive collection with their label Burro - further marking Boxfresh's twentieth anniversary.

Contact

Telephone
+44 (0) 20 8371 7512
Email
feedback@boxfresh.co.uk
Web
www.boxfresh.com
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