Fresh out of the box

MANILA, Philippines - Nineteen eighty-nine. What a year. George H. W. Bush became the 41st president of the United States, the Berlin wall was torn down, Ferdinand Marcos died in Hawaii, young Chinese activists protested in Tiananmen Square, Sony introduced the first auto-reverse Walkman, the first Global Positioning System satellite was launched into orbit, and Fox aired the first full-length episode of The Simpsons. As for the UK, British youth were part of a cultural revolution, particularly in the music and dance scenes. Cassette decks of the street scene played electronic compositions of UK garage, trip-hop, acid jazz, D&B, grime and dubstep genres, with DJ scratching and deliberate cuts.

The British fashion label, Boxfresh, was born from this generation. The brand name originates from hip-hop slang pertaining to a pair of new sneakers being “fresh out of the box.” For over two decades, Boxfresh has succeeded in making the sidewalk into the new catwalk through energetic and practical street fashion.

Brand associate Pepe Cervero’s fresh-out-of-the-box boots are made out of a type of leather called “Crazy Horse” which has a rugged lumberjack and distressed look that gets better through wear and tear.

Boxfresh celebrated its arrival in the Philippine fashion scene with an art- and music-filled party held last Friday, July 29, at Secret Fresh Gallery located at the very hip and modern Ronac Art Center in San Juan. Together with its managing director, Daniel Morris, business development coordinator for Asia Joanne Ko, and Primer Group of Companies’ chief coordinating officer Jacky Quintos, Boxfresh unveiled its latest collection of dynamic footwear and new line of jackets, knitwear, denims and chinos through installations creatively put together by Pilipinas Street Plan, a local art group on the rise. Pairs of trendy and comfy footwear were displayed on walls as though defying gravity and torsos sporting stylish shirts, graphic tees and hoodies were installed along the curved wall of the exhibition space. The innovative art center proved to be the perfect venue for the kick-off celebration of this fresh and original brand.

Boxfresh in the Philippines is made possible by the Primer Group of Companies, carrier of brands of other practical clothing and footwear such as The North Face, Salomon, Sanuk, Tretorn, and Kickers, and are sold at Bratpack and Res|Toe|Run outlets. For now, Boxfresh offers shoes and apparel for men, but after it opens its own stores in March 2012, women’s wear will also be made available.

Torsos sporting stylish shirts, graphic tees and hoodies are installed on the curved wall of Ronac Art Center’s Secret Fresh Gallery during the Boxfresh launch party last July 29.