Boxfresh

Clothes have also tended to be heavily influenced by the popular culture of the day. The youth are at the forefront of this trend, and they are always willing to adapt and improvise. The world over, youth have always needed a distinct style of clothing to assert their identity. This experimenting has led to many innovations in the fashion scene. One such innovation is the popular UK brand Boxfresh.

Roger Wade found Boxfresh in 1989. Boxfresh was influenced by the hip-hop and rave culture that was prevalent in the UK of early nineties. The hip-hop scene evolved in the US, and saw a great change in the way youth dressed. For the first time, various sports items were incorporated into the daily wear, or the streetwear, as it came to be called. Trainer shoes and tracksuits evolved from being just plain sportswear into a fashion statement. Boxfresh shoes and Boxfresh shorts were born out of this innovation. In fact, the name Boxfresh itself is derived from the new pair of trainers, fresh out of the box. Back in the UK, the rave scene combined with hip hop culture of the day not just to give a new sound, but also a distinct form of clothing, popularly known as the streetwear.

Boxfresh was the pioneer as far the introduction of streetwear in the UK is concerned. From those heady days, Boxfresh has grown to include a wide range of clothes such as men’s and women’s clothing, and their footwear and accessories as well. Boxfresh prides itself on being a down to earth brand with high production values, and not to give too much ostentation or show of. The objective of the brand is to provide quality streetwear at a reasonable price. For example, a product like boxfresh polo combines modern technical fabrics with natural yarns (like cotton and wool), along with a great design and colour. The brand covers all the basic cloth styles, such as boxfresh tshirt, boxfresh jacket and iconic items like boxfresh hoody and boxfresh knitwear. At the same time, utility trousers and boxfresh shirts are always in demand. What really raised the brand above the run of the mill are the perfect tailoring and the extraordinary attention to detail.

To strengthen its position in the minds of the youth, Boxfresh has been associating itself with a lot of activities, which are of interest to its target audience. Thus, it has organised events like graffiti painting and break dancing championships. It has also associated with a lot of popular music bands such as DJ Yoda and Massive Attack. The effort is to position itself as not a mere clothing brand, but a lifestyle brand, which relates to the aspirations and lifestyle of the modern youth. To reinforce its image as a streetwear brand, Boxfresh advertising campaigns have featured familiar landmarks and models that are selected from the streets. Besides apparel, Boxfresh has also diversified into footwear and body care ranges. It has also launched a DIY Collection, in which the DIY stands for ’Design It Yourself’. It has also bought out limited edition boxfresh bmx bikes.