Boxfresh at Fashicon!

In the late 80’s the youth culture of Britain had a number of genres all with their own distinct style, punks, new romantics, skinheads, goths and mods as for everyone else the choice of casual wear was limited. Roger Wade founded the Boxfresh Clothing brand in 1989 initially operating from a stall on Greenwich Market, the brand is first and foremost a British street brand.

The whole concept of streetwear is dressing from the trainers up and owes a lot to the early hip-hop scene in New York where for the first time trainers, singlets and tracksuits were being worn for fashion and not as sportswear. The name Boxfresh was borrowed from hip-hop speak and means ‘fresh out of the box’. Initially Wade sourced classic sports, college gear and work wear from the USA, and also began putting customised prints on t-shirts and sweatshirts for sale at the London markets.

By 1990 Boxfresh streetwear fashion was available in Bond of Soho, Duffer of St.George, American Classics and Oi Polloi in Manchester and Hip in Leeds. In 1992 Boxfresh were at the forefront of the craze for workwear fashion in Europe. Boxfresh today remains a force in British streetwear and urbanwear by sticking to their mission of being true to their roots. One of the most talented designers to create garments for Boxfresh is Zakee Shariff.

So what are you waiting for? Check out Boxfresh at Fashicon today!