Boxfresh was a British fashion label founded in 1989 by Roger Wade. The name originated from early hip hop slang for a pair of trainers being "fresh out of the box".[1]
History
The first clothes produced were customised prints on vintage stock T-shirts and were sold on stalls at Greenwich Market and Camden Market, London.[2]
In 1991, Boxfresh clothing started to be sold in Japan and were licensed to the USA in 1995.
In 1992, the first flagship shop was opened on Seven Dials in Covent Garden. Its shop at Shorts Gardens was spread over three floors.[3]
Between 1999 and 2004, the company's turnover increased from £2.5million to over £10million, with its products sold by over 300 retailers in the UK.