The Boxfresh brand name is inspired by the early New York / Hip-hop terminology for a pair of trainers being literally "fresh out of the box". Started in market stalls in East London by Roger Wade, Ben Joseph, Sue Denny & Olaf Parker, it hails itself as "The Original British Streetwear brand".

Authentic British Streetwear is multi-cultured, intelligent, witty, sleek and expressive, independent and always fresh. Boxfresh apparel and footwear caters to the sophisticated urban street culture, mixing grungy overtones with sleek cuts and polished lines. Heralding the heroes of the street from musicians, performers, artists and creatives, we believe that "The sidewalk is the new catwalk".

"Boxfresh" definition – Someone or something that is new and cool or innovative in a fashion sense.