Since beginning as a humble market stall in London, Boxfresh has spent over 20 years steeped in youth culture. Since 1989, the label has been linked to UK club culture, growing from printed T-shirts to a worldwide lifestyle brand.
The name has its roots in the slang for something new and innovative (being labelled ‘box fresh’) and the Boxfresh label has recently undergone a refreshing of its own. Having disappeared from Australian shores a few years ago, the brand is back, offering simple, modern streetwear for the lads.
The latest collection dips into the Boxfresh heritage, digging into the design archive. From chambrays and jerseys to the fully waxed cotton, Sherpa-lined field jackets, autumnal greens, browns and ochres are a recurring theme throughout. Offset with berry tones and crisp wintery blues in antique dyes and mixed fabric shirting, AW 2012 is a hard-working collection.
Footwear is a vital part of the Boxfresh tradition and this season utilises rich nubucks and leathers fused with new textiles lining the inside of the shoe to keep your feet as fresh as your style.
Urbane but casual, Boxfresh is off-duty comfort combined with functionality. This collection marks its maturity and growth into an internationally recognised label. Nice to see Boxfresh back around these parts.