Wednesday, 20 August 2014

Boxfresh: Celebrating 25 Years at the Helm of Street Style

When something good steadily coexists with your routine for a significantly long period of your life, it is easy to forget the origins and history of this quietly loyal companion to just focus on enjoying what it offers. So when it came to my knowledge that Boxfresh had completed its 25th anniversary a few weeks ago, it took me a while to realise the magnitude of such longevity within the temporal dimensions of the fashion realm.

Founded back in 1989 as a store in London which sold exclusive American brands such as Carhartt and Penfield, Boxfresh swiftly acquired a reputation as the sole destination for alternative clothing and fashions that were hard to find in the British capital at the time. To celebrate this history, the brand create ‘25’, a capsule collection of clothes and footwear that evoked its own heritage of US sport and street inspirations while adding touches of European sophistication to it.

I was fortunate to have access to a few of the pieces in this much-anticipated collection, and was impressed with how Boxfresh explored new tailoring dimensions while resorting to a simple palette of black, white and silver grey across key pieces such as crew neck sweatshirts, T-shirts, sports pants, trainers, and baseball shirts. Overall, ‘25’ offered oversized tops, loosely boxy shirts with extended tails, and reflective 3M applied to garments alongside airtex, nylons and heavy weight loopback fabrics. 

With the ‘25’ collection demonstrating such impressive sartorial nous, I wouldn’t be at all surprised if Boxfresh would be quietly planning a new role as creator of trends and designs for London. And if that were the case, I would certainly be looking forward to 25 more years of innovative collections by this clothing and accessories powerhouse.

Photographs courtesy of Boxfresh

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