Boxfresh
Encyclopedia
Boxfresh is a British fashion label founded in 1989 by Roger Wade. The name originates from early hip hop
slang
for a pair of trainers being "fresh out of the box".
s and were sold at the home of alternative fashion on stalls at Greenwich Market and Camden Market
, London. In 1991 Boxfresh started to be sold in Japan and were licensed to the USA in 1995. In 1992 the first flagship store was opened on Seven Dials
in Covent Garden
. In 2005 Boxfresh was acquired by the Pentland Group
.
Hip hop
Hip hop is a form of musical expression and artistic culture that originated in African-American and Latino communities during the 1970s in New York City, specifically the Bronx. DJ Afrika Bambaataa outlined the four pillars of hip hop culture: MCing, DJing, breaking and graffiti writing...
slang
Slang
Slang is the use of informal words and expressions that are not considered standard in the speaker's language or dialect but are considered more acceptable when used socially. Slang is often to be found in areas of the lexicon that refer to things considered taboo...
for a pair of trainers being "fresh out of the box".
History
The first clothes produced were customised prints on vintage stock T-shirtT-shirt
A T-shirt is a style of shirt. A T-shirt is buttonless and collarless, with short sleeves and frequently a round neck line....
s and were sold at the home of alternative fashion on stalls at Greenwich Market and Camden Market
Camden Market
The Camden Markets are a number of adjoining large markets in Camden Town near the Hampstead Road Lock of the Regent's Canal , often called collectively "Camden Market" or "Camden Lock". The stalls sell crafts, clothing, bric-a-brac, fast food, and other things...
, London. In 1991 Boxfresh started to be sold in Japan and were licensed to the USA in 1995. In 1992 the first flagship store was opened on Seven Dials
Seven Dials
Seven Dials is a small but well-known road junction in the West End of London in Covent Garden where seven streets converge. At the centre of the roughly-circular space is a pillar bearing six sundials, a result of the pillar being commissioned before a late stage alteration of the plans from an...
in Covent Garden
Covent Garden
Covent Garden is a district in London on the eastern fringes of the West End, between St. Martin's Lane and Drury Lane. It is associated with the former fruit and vegetable market in the central square, now a popular shopping and tourist site, and the Royal Opera House, which is also known as...
. In 2005 Boxfresh was acquired by the Pentland Group
Pentland Group
Pentland Group plc is a privately held, global brand management company based in the UK, involved in the sports, outdoor and fashion markets. It is owned by Stephen Rubin and family...
.