Boxfresh
{{Short description|British fashion label}}
{{Use dmy dates|date=September 2019}}
{{Use British English|date=September 2019}}
{{Infobox company
| name = Boxfresh
| logo = Boxfresh logo.png
| logo_size = 200px
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| type = Subsidiary
| industry = Clothing and footwear
| founded = {{start date and age|1989}}, in London, England
| founder = Roger Wade
| defunct = {{end date|2020}}
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| area_served = Worldwide
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| parent = Pentland Group
| website = {{URL|http://www.boxfresh.com/}}
}}
Boxfresh was a British fashion label founded in 1989 by Roger Wade. The name originated from early hip hop slang for a pair of trainers being "fresh out of the box".{{Cite web|title=Fresh out of the box|url=https://www.philstar.com/lifestyle/young-star/2011/08/05/713130/fresh-out-box|last=Tan|first=Katrina Ann|website=philstar.com|access-date=2020-05-07}}
History
The first clothes produced were customised prints on vintage stock T-shirts and were sold on stalls at Greenwich Market and Camden Market, London.Newman, Cheryl (2014) "[https://www.telegraph.co.uk/men/fashion-and-style/10624074/Competition-fancy-shooting-the-next-Boxfresh-campaign.html Competition: fancy shooting the next Boxfresh campaign?]", The Daily Telegraph, 8 February 2014. Retrieved 19 December 2015
In 1991, Boxfresh clothing started to be sold in Japan and were licensed to the USA in 1995.
In 1992, the first flagship shop was opened on Seven Dials in Covent Garden. Its shop at Shorts Gardens was spread over three floors.Fairchild, Jill & Gallagher, Gerri (2005) Where to Wear 2006: London Shopping Guide, Where to Wear, {{ISBN|978-0976687740}}, p. 30
Between 1999 and 2004, the company's turnover increased from £2.5million to over £10million, with its products sold by over 300 retailers in the UK."[https://www.telegraph.co.uk/finance/2954057/Case-study.html Case study: Boxfresh is a fast-growing clothing company whose invoice financer has helped its exports]", The Daily Telegraph, 8 June 2004. Retrieved 19 December 2015 As of 2004, 20 per cent of the company's output was exported outside the UK.
Known as a 'street fashion' brand, its 2004 'Here and Now' collection was themed around "juveniles, rebels, smoking, kissing, hi rise [sic] flats, hanging out on the street, runaway girls, untamed youth".Wild, Abigail (2004) "How to make the nedlines; The world's obsessed with chav style. But dismiss it at your peril: some of it is cool", Glasgow Herald, 16 November 2004. Retrieved 19 December 2015 The company used graffiti-style advertising, including 'graffiti stickers' based on those used by London tagger Solo One, which were freely distributed and widely used by taggers.Pearson, Beth (2005) "The writing's on the wall for adverts It looks like graffiti. It reads like graffiti. But it isn't graffiti. So who is behind the spray-painting?", Glasgow Herald, 23 December 2005, p. 13Ferrell, Jeff; Hayward, Keith; Morrison, Wayne; Presdee, Mike (eds.) (2004) Cultural Criminology Unleashed, Routledge-Cavendish, {{ISBN|978-1904385370}}, pp. 187-188 They subsequently did a deal with Solo One to distribute his stickers with their products. In 2001, Boxfresh used a Zapatista guerilla stencil which was sent to distributors to spread the design. The company has also sponsored dance music events.Whitfield, Zoe (2013) "[http://www.clashmusic.com/fashion/before-monday-comes-boxfresh Before Monday Comes: Boxfresh]", Clash, 13 June 2013. Retrieved 19 December 2015
In 2005, Boxfresh was acquired by the Pentland Group.Reudenbach, Elena (2015) "[http://www.sportswear-international.com/news/pages/protected/Boxfresh-with-new-showroom-in-Duesseldorf_10140.html Boxfresh with new showroom in Düsseldorf]", Sportswear International, 25 November 2015. Retrieved 19 December 2015
In 2014, to celebrate the company's 25th anniversary, it held a series of events, raves, parties, and exhibitions, and launched the limited edition '25' capsule collection. In early 2015, the company announced that it would cease to produce clothing and would be concentrating on its core footwear products.Geoghegan, Jill (2015) "[http://www.drapersonline.com/news/boxfresh-to-drop-clothing-and-focus-on-footwear/5074248.fullarticle Boxfresh to drop clothing and focus on footwear]", Drapers, 22 April 2015. Retrieved 19 December 2015Hunstig, Maria (2015) "[http://www.sportswear-international.com/news/pages/protected/Boxfresh-drops-clothing-line_9462.html Boxfresh drops clothing line]", Sportswear International, 23 April 2015. Retrieved 19 December 2015 In December 2015, Boxfresh opened a showroom in Düsseldorf, Germany, which was its most successful territory outside the UK.Hunstig, Maria (2015) "[http://www.sportswear-international.com/news/pages/protected/Nick-Drury-on-Boxfreshs-updated-design-direction-_9867.html Nick Drury on Boxfresh's updated design direction]", Sportswear International, 18 August 2015. Retrieved 19 December 2015
The company's London shop appeared in several guides to London's best shops.Gayot, Andre & Evans, Mary Anne (2001) The Best of London, Gault Millau Inc., US; 7th edition, {{ISBN|978-1881066583}}, p. 348Britten, Fleur (2009) A Hedonist's Guide to London, Filmer Ltd., 2nd edn., {{ISBN|978-1905428236}}, p. 218 In December 2020, the label was discontinued after a "challenging year", with a statement on its website leaving room for a possible restart at a non-specified point in the future.{{Cite web|title=COVID-19 Update|url=https://www.boxfresh.com/covid-19-update-i273|access-date=2021-08-18|website=www.boxfresh.com}}
References
{{Reflist}}
External links
- {{Official website|http://www.boxfresh.com}}
Category:Clothing brands of the United Kingdom
Category:British companies established in 1989
Category:Clothing companies established in 1989
Category:Retail companies established in 1989
Category:Clothing retailers of England