Boxfresh / (n)/ |bÃ¤ksâ€¢-,fresh|
1. Someone or something that is new and cool or innovative in a fashion sense.
2. Originally derived from New York hip-hop slang describing a new pair of footwear as being â€œfresh out of the boxâ€.
Boxfresh clothing was founded in 1989, selling t-shirts in London’s Greenwich and Camden Markets. Now they’re celebrating 20 years of creating Apparel and Footwear under the Boxfresh name, and are now ready to bring you their brand new Autumn/Winter 2010 range.
Boxfresh aim to represent good, functional and original British streetwear. What the creators see in their everyday lives is worked into their designs. 2010 has seen the brand enlist the support of urban artist, Kano, who will be fronting the brand advertising, point of sale campaign and collaborating with Boxfresh on various projects.
Their 2010 collection relies heavily on the inclusion of signs and symbols on key pieces. Declarations of war, symbols of peace or historic emblems adorn a number of key pieces across all product areas in the form of flock badges, embroideries and traditionally innovative Boxfresh graphic prints.
Boxfresh’s 2010 season colour palette consists of seven different themes. Think different shades of succulent Berry, acidic’s such as greens and oranges and traditional white, pink and blue. The collection also takes inspiration from the brands love of dancehall music, by incorporating colours linked with Reggae and the current military trend.
Some key pieces within the range include ‘Brocken,’ a baseball jacket made from fine leathers and ‘Broma,’ the same jacket but made from soft nylon. Checked shirts also play a dominant part in the collection as the design is accentuated by a chest print and the back panel cut on the bias to make for a perfect fit. Knitwear includes a jacquard folk ferile knit with extended zip and a Guino a military knit.
Denim is also a big contender, with the success of the 4×1 Resin coated denim, launched in SSâ€™10. This season, Boxfresh have added a number of new styles to last seasonâ€™s winners Wadmal and Wayzgoose and the multi pocketed style Watentake. See two key new styles Warrison and Wittol, 3 new denim fabrics; Premium Coated, Premium Black and Premium Flame each in a number of new washes from Raw through to Vintage.
Accompanying the apparel is Boxfresh’s collection of footwear for 2010. This season incorporates rich leathers and materials, autumnal colours and several new styles. A fundamentally British look is retained throughout, whilst incorporating world trends and styling to give a â€˜freshâ€™ twist on well-known looks. Colours have evolved from spring/summer towards a much more autumnal palette.
The first new style for AW10 is â€˜2BITâ€™. A high top basketball inspired boot thatâ€™s based on the classic cupsole unit â€˜Inaryâ€™. A perfect partner for â€˜Octalâ€™ with similar styling but a very different feel – a unique take on a well-known trend.
You won’t find a Boxfresh Clothing on your local highstreet. They’re much too cool for that, instead you can browse from the comfort of you own home on Boxfresh.co.uk. Boxfresh is everything that men’s fashion should be and we’re sure there are big things to come from these guys…not forgetting the launch of their womenswear section!
*Images courtesy of Boxfresh