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Brand Profile:

Boxfresh Clothing, Ethos and News

Boxfresh clothing was founded by Roger Wade in 1989 who started sourcing classic sports, collegiate and work wear from the USA Customized prints on vintage stock t-shirts and sweat shirts, sold on stalls at London's Greenwich and Camden markets with Ben Joseph, Olaf Parker and Sue Denny.

Boxfresh brand name was created, inspired by the early hip-hop terminology for a pair of trainers being "fresh out the box"

Boxfresh streetwear a very British way of life that spans the last two decades of youth culture.

"In 1989 a lot of very culturally significant stuff was going on around the world……

Chinese intellectuals and students protested for months and were then slaughtered for freedom of rights, The Americans were busy voting in the first of the Bush dynasty, Germans were tearing down the Berlin wall by hand…..

In England, teenagers waited eagerly in motorway service stations for directions to fields in the middle of nowhere. Fields of dreams immortalized in the memory of the UK dance scene.

Boxfresh was born out of this…a hedonistic generation evolving through acid jazz, trip hop, drum and bass into UK garage, grime and dub step.

Trends and people may have come and gone….but our ethos has never changed.

We are the British streetwear originators!".