This post was originally published on this site.
Under the guidance of global license holder and CEO Luke Hodson, who is best known as the founder of youth and culture marketing agency NERDS Collective, British streetwear brand Boxfresh has relaunched for SS26.
Hodson acquired the global license for Boxfresh in January 2025, with the aim of continuing Boxfresh’s “long-standing dialogue between British street culture and the rest of the world”.
Previous owners of Boxfresh, Pentland Brands, which acquired the streetwear label from its founder Roger Wade (who went on to launch Boxpark) in 2005, had put Boxfresh into “hibernation”.
Since acquiring Boxfresh, which was founded in 1989, Hodson set up a new company under the name Boxfresh Holdings Ltd, and its return to the fashion fold has the approval of founder Wade, who recently commented “Love it!” in response to a relaunch promotional video posted on LinkedIn.
Rooted in “a homegrown London attitude and informed by global streetwear references”, the SS26 collection reintroduces Boxfresh through technical outerwear sets, heavyweight jersey, utilitarian legwear, bold graphics and material treatments, with nods to US sportswear, military uniform and performance wear.
Construction-led detailing runs throughout the collection, from the crinkle nylon ‘Rinzler Tracksuit’ to the ‘EST Rugby Top’ and ‘Blitz Football Shirt’.
Elsewhere, wash treatments and material finishes bring depth and texture to pieces, including the ‘Shadow Full Zip Hoodie’ and ‘Departure Pant’, while appliqué insignias and archival-inspired graphics nod to the brand’s seminal years.
The launch is accompanied by a photographic campaign shot by Ellis Scott and a film directed by Lucien Parsons, both captured on location in Marseille.
Serving as the introduction to Boxfresh’s renewed platform and identity, the campaign explores the communities, subcultures and cultural references that continue to shape British streetwear today.
The collection is priced from £38 for headwear through to £148 for performance outerwear, and is now available exclusively at boxfresh.world, with further deliveries arriving throughout May and June 2026.