Often, the best way to breathe life into a brand is through the art of collaboration. Take Louis Vuitton, for example, which has built its modern day re-branding around collaboration with artists.
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Boxfresh, one of streetwear’s most important names, comes up with several collaborations this autumn/winter season, one of which is with the most classic of all out-door clothing suppliers, Barbour.
It may seem like a strange mix, but the two brands have more in common that one might think. Yes, ultimately Boxfresh is worn by those who have an urban cool credibility to their personal style and Barbour has a stronger connotation with farmers driving 4x4’s, however despite these assumptions on style and maybe occupation, both brands have a strong British heritage and a desire to produce top quality products. |
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The collaboration has seen the team produce two entirely new jackets that are perfect for any urban man-about-town or any man-about-the-country. One is of an authentic motorcycle design, the other a fishing jacket in style and both have an exclusive illustration adorning the lining fabric by the artist ‘Insect’ who has in the past worked with the band Gorillaz and artist Banksy.
Boxfresh didn’t stop there. On top of their partnership with Barbour, their second collaboration is bound to bring a touch of nostalgia to anyone born in the 1980s – the re-issue of the Raleigh BMX ‘Burner’, which celebrates their 25th Anniversary this year. |
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The sleek looking replica, in conjunction with Boxfresh, is something worth owning as an object or ornament to anyone who can recall those years riding around the streets as our elders fought Thatcherism, pole-tax or mine closures – you have to love the 80s! This time around you may not wish to attempt the dare devil stunts one could do on the BMX, but the Boxfresh vs. Barbour jackets can certainly get a public airing.
Boxfresh vs. Barbour jackets, £224, and the Boxfresh vs. Raleigh BMX ‘Burner’ is £250. Both available at Boxfresh, 13 Short Gardens, London (020 7240 4742)
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