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BOXFRESH

@boxfresh

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couple clips and blends from my @keephush_ @boxfresh show a few weeks ago. full video on keephush YT >>
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The original @boxfresh store in London circa 1993 Started by a young @roger_wade in 1989 as a stall at Greenwich Market in southeast London, Boxfresh became a staple in 1992 when they opened their flagship. With Wade’s background in media for Ogilvy and his designers, Olaf Parker and Sue Denney, the brand quickly became popular being stocked at retailers like Barney’s, Union, and more across the globe. “We want to be known as a British equivalent of Stussy or Chevignon with a style taken from the distinctly British youth culture.” (Roger Wade) Scan from DNR December 15th, 1993.
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Back2basics @boxfresh
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after our first sellout with @boxfresh, we had to go back for round 2.⁠ ⁠ another old school KH basement rave, this time in SE ldn on one of our fav dance floors @thecarpetshop.peckham. ⁠ ⁠ the legendary @djzinc brought the roof down with euphoric jungle + stone cold classics, alongside a heavy live set from boundary-pushing @jawnino, and entrancing dub + breaks from @alicia_ajs.⁠ ⁠ big love for dancing with us from doors to lights.⁠ ⁠ all sets now online - go watch them on our YT (KeepHush) thanks to Nathan Garland for the photos
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Nearly 40 years after its launch, @boxfresh is back. 🔂 The South East London-founded label first launched with a stall on Greenwich Market in 1989 as one of the first UK streetwear brands before the scene had a name. Throughout the ‘90s and early-’00s, it became a staple in the cultural space, in particular the rave scenes, embedding itself in those that carried jungle, drum and bass and grime. And whether releasing co-hosted mixtapes, seen at festivals and carnival, or known for its creative marketing, Boxfresh was London to its core. The brand then opened a flagship in Covent Garden and expanded to Manchester and Brighton, as well as crossing borders with a store in Tokyo and getting stocked in the early days of Supreme in New York in 1995. By 2004, it had 300 stockists worldwide and is widely remembered for its iconic big-screen moment in 2006 when featured in the cult-classic ‘Kidulthood’. Now, as the UK experiences its cultural renaissance, 2026 marks the the revival of Boxfresh as an independent label, dropping its AW26 collection titled London Orbital. “The UK’s on again. Our music’s travelling, kids in America are talking in London slang, UK brands are selling out across the world,” the brand said of the relaunch. “The job hasn’t changed since 1989: back the scenes and the people driving the underground. Jungle, drum and bass and grime were the sounds we grew up with. Now it’s whatever’s coming through.” From original campaigns shot by Neil Massey, The Essential Festival at Hackney Marshes in 2001, long weekend in Ibiza, and unseen before archival scans, swipe to take a look back at Boxfresh’s impact over the years. Photo: @boxfresh / @mrmasseyman
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The only rule is don’t be boring and dress cute wherever you go. Life is too short to blend in 👑 We’ve got drops from @boxfresh, @medinafnf, @about___blank, @fugazi, @6pmseason. Collabs from @ariesarise and @sorelfootwear & @stussy and @ourlegacy. @cole_buxton finally release their denim ‘Cole Line’, and @supremenewyork’s Fall Tees give us a @parishilton collab. Iconic. #BasementApproved
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Boxfresh brings Neil Massey back to document a new generation of London culture Before Instagram, before everyone had a camera in their pocket, you had to know where to be. Neil Massey usually did. In the late 90s and early 00s, London was a tangle of scenes: garage, jungle, house, techno, breaks, electroclash. Record shops, pirate radio, flyers, clubs, festivals. Massey was there with a camera, shooting for The Face, Sleazenation and Q while documenting the people and places around him. He’s now back with Boxfresh, and Boxfresh is back too. Founded in Deptford in 1989, the British 90s icon was bought back and relaunched independently this year. London Orbital is its first full collection since: heavyweight sweats, oversized denim and technical outerwear, named after the road that circles the city and the raves that once happened alongside it. Massey has shot it. It was in that first era that Boxfresh brought him in. “The whole concept of the Boxfresh ‘We Are You’ campaigns were to show the culture as it really was,” Massey says. “We weren’t casting people to represent a scene. We went into the scene and photographed the people we found there.” They’d turn up to a festival or club with a bag of clothes, find people they liked and photograph them there and then. Massey remembers an Ibiza campaign with Boxfresh founder Roger as one of his favourites. Massey allegedly disappeared for 24 hours with a camera and a bag of clothes. “Documenting Ibiza in action,” is how he puts it. Twenty five years later, those campaigns have become a record of how people dressed, socialised and partied before so much of our identity moved online. Now, for London Orbital, Massey has photographed Simms, Petit Problème and Bib Sama around South London. “Neil shot this brand when it mattered the first time,” the Boxfresh team says. “Nobody had to explain the idea to him. We wanted the thing he’s always done, which is point a camera at people doing bits.” Placed alongside the original images, the new photographs aren’t nostalgia exactly. More a reminder that scenes don’t disappear, rather they move, mutate and find somewhere else to happen.
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my mirror hates to see me coming 🤳🏽 - - - - - #swag #fallfits #basementapproved #ukstreetwear #uniformdisplay
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RWD AAA Vol 2: GARMS+SETS Interview @nazfromnewham Styling @neeshabadass Nails @cuticlcultr
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‘London Orbital’ AW26 • New Campaign for I photographed for @boxfresh documenting the talented British DJs & Producer @777simms alongside DJ & Artist @lepetitprobleme and @bibsama in South London. Assisted by @ricardomuca and film by @odlan_______ #simms #boxfresh #drumnbass #drumandbass #drumandbasslover
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Grateful, front cover of @rwdmag shot by @simonwheatleyphoto in collaboration with @boxfresh words by @hyperfrank 😳🖤 Really enjoyed being a part of this with so many creatives I admire all coming together for the culture, it’s vital work ✨ Grab a copy of the physical magazine and DVD 📀 💨
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Boxfresh is back. For the second collection since their relaunch, they’ve reunited with photographer Neil Massey, a long-standing collaborator who last worked with Boxfresh over two decades ago, to capture a new generation of London for their London Orbital campaign, featuring @777simms. We chatted with @mrmasseyman, a legendary photographer whose career spans over 30 years, a cornerstone in documenting British music and youth culture. Through the late ‘90s and early ‘00s, his work captured the artists, crowds, clubs and subcultures surrounding the turn of the millennium. “They were a small independent label carving their own pathway and I was photographing the same artists, clubs, crowds and youth culture anyway. We just evolved together…” Head to basementapproved.com to read the full interview with Neil. #BasementApproved
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