At the most recent edition of casual menswear trade show Jacket Required in London, we discovered plenty of newness in Boxfresh’s spring/summer ’16 offering. In their first footwear-only season (the company decided to drop their apparel offering last season to create a more consistent and distinct brand statement), Boxfresh is showing clean and almost unbranded tennis shapes, refined leather shoes and boots mixing suede and smooth leather but also lightweight sneakers with a nylon-upper in a range of different colors and prints. We spoke to Boxfresh’s head of design Nick Drury on the Pentland-owned footwear brand’s current design direction and how it is evolving.
Interview by Maria Hunstig

The new Boxfresh Hortik style
The new Boxfresh Hortik style

Boxfresh has cut its apparel collection after the winter ’15 season. Do you think the brand lost touch with its core consumer with the often rather directional apparel pieces?
The Boxfresh consumer in the last years has been primarily the footwear consumer, with our shoes’ range being the key driver of our business. Therefore we took the decision of focusing all our strengths on the development of our footwear range.

Who exactly is your core customer and how are you reaching out to him?
Our consumer is a guy who is living new challenges and experiences, he is living his life to the full and he is searching for a brand that can go with him on his daily journey through all of this with an accessible fresh style.

You joined the Boxfresh team in November 2014 – what have you changed since?
The Product Team has been working on two big things, one being refining and improving our core products and the other one is introducing new ranges to the collection.
We have also refined our segmentation strategy and focus.

In focus for summer '16: sporty silhouettes and nylon uppers
In focus for summer '16: sporty silhouettes and nylon uppers

Which new footwear styles are you betting on for spring/summer 2016?
We have introduced a new super lightweight and comfortable cupsole concept – Sandon- on the styles Cladd, Creeland and Cheam, as well as our “Icons” collection with improved comfort features and in premium leathers. Another key-style for the season is the Hortik, which is inspired by the angular shadows of the cityscape connecting this new direction with the brand’s DNA.

Boxfresh is currently putting a strong focus on the UK and German markets. Why? Are there any other markets of greater interest for you right now?
The UK is our home market and Germany is our most successful territory: we want to maximize the opportunity within these two markets and we feel this is the right moment for it.
We also have very committed distributors in other key areas like Canada and Australia, and we are building strong partnerships in Asia. Thanks to all of this, we are very positive about our international expansion.

Classic tennis shapes in Boxfresh's spring/summer '16 offer
Classic tennis shapes in Boxfresh's spring/summer '16 offer