Autumn/Winter 2015 heralds the launch of the creative platform and campaign ‘We Are Boxfresh’. From September 2015, Boxfresh will introduce two creative entrepreneurs that the British lifestyle footwear brand recognises as personifying their values and ideals. Working with London based self-made creatives embodies the brand’s DNA and authentically updates what Boxfresh have always stood for.
East London based pioneering creative entrepreneurs James Kennedy and Oliver Shaw play an integral role to the Boxfresh AW15 campaign. Focusing on these two artistic ‘characters’ enables the brand to perfectly capture the creativity and innovation on which it was built. Artistically produced viral content, driven by design and attention to detail reflects the footwear designs. It provides a snap shot of the lifestyles of the brands loyal fans. Promoting the positivity and enthusiasm for living in the here and now, following their dreams and encouraging others to do the same.
James Kennedy is the founder of urban bicycle manufacturer Kennedy City Bicycles, born from a love of exploring the city by bike and a need to rebuild his own bike. James based his business on beauty, practicality and value for money. James encourages everyone to share his sense of adventure, exploration and passion for what he does.
Oliver Shaw co-founded Catalogue, a multidisciplinary graphic design studio. Oliver is an inquisitive, business-minded young creative who is innovating in his own way every day.
The emphasis on innovation and youthfulness remains at the core of the collections and is reflective of Boxfresh’s original inspirations, whilst the evolution of their signature styles ensures they remain fresh.
The rich variety of London’s fashion and social sub-cultures is reflected through the signature hand drawn graphics, modular lines and cuts running through the collection. Influences from some of the new casual urbanites who feed the brand ideals, give life to a collection which is definitive of the modern city environment.
Key styles for autumn winter include the BXF Hi, an evolution from the BXF Lo, in a premium mid cut style. Simple, clean design is combined with modern tones and waxed suede finishes.
The Ackworth is the new low cut sneaker style and features waxed suede, tonal heel counter and white jagged sole.
Finally the Creeland, a new hybrid sneaker with a clean upper, provides a versatile, urban sneaker. The collection features new styles which have been added to the range including the ‘Shepperton Boot’ finished in leather and with a fur trim, the ‘Clifden’ and the ‘Clyston’.
Boxfresh Classics such as the ‘Sparko Prem’, ‘Swich’ and ‘Stern’ have also been revised in the new season’s colourways, using premium materials such as waxed suede and distressed leather; finished with antique brass hardware.
For Boxfresh bringing the focus of the AW15 collection back to London, honours the brand’s promise to always stay true to their heritage and keep their collections fresh.
International exhibitions spanning the UK, Europe and USA, (most recently the New York Art Book Fair 2014) further reinforce the zest for life that Boxfresh have harnessed and channelled through every element of the brand.
To view the introductory videos launched earlier in September, visit Boxfresh.com.
Boxfresh is exclusively distributed in the Philippines by the Primer Group of Companies – Asia’s next retail giant.
