Boxfresh

Boxfresh Boxfresh is a brand that has claimed the mantle for being Britain?s streetwear originators. Streetwear began in the States, but just over two decades ago a British brand changed the look of British fashion forever: Boxfresh. Boxfresh is a term that originates in New York hip-hop slang referring to new footwear, ?fresh out of the box? ? blindingly white trainers, crisp t-shirts and new cool gear. Boxfresh picked up the baton and ran with it, becoming a way of life for Britain?s youth culture. Boxfresh was founded in 1989 by Roger Wade, originally sold in the home of alternative fashion: Camden Market. Just two years later Boxfresh gained a Japanese market and by 1995, the brand was licensed to the USA. In just a few years, Boxfresh went from London market stall to a multi-million pound global brand. Boxfresh ? The Best of Urban Britain Boxfresh has retained the energy and spirit it had at its inception in 1989. The label emerged in the year Berlin was tearing down its wall, in the UK the dance scene was raving in random fields, and China was protesting for human rights. Boxfresh kept its ear on the street and fast put British streetwear on the fashion map. The name Boxfresh is now synonymous with British streetwear, watching trends come and go ? from acid jazz to trip hop, garage and grime ? the brand has stayed true to its original ethos. Get Fresh: Straight out of the Box Founder Roger Wade was working in advertising in New York when he started sourcing old American college and sportswear for his mates in his spare time. When he returned to the UK he teamed up with some friends to set up stalls in Greenwich and Camden. In 1980, he lifted the term ?boxfresh? from the US hip hop scene. The brand teamed up with some of the UK?s hippest urban retailers including the likes of Manchester?s Affleck?s Palace. By 1991, Boxfresh had launched its first flagship shop in Covent Garden and marketed itself in California, resulting in a dedicated American following. Boxfresh is now considered the definitive British streetwear label. The brand keeps its vibes close to urban culture, with a strong presence on the music scene collaborating with urban artists such as Massive Attack and Goldie. Buy Boxfresh at Hype If you want the best brands, you?ll find them at Hype ? including Boxfresh - shop online today for unbeatable online prices.