Return to Media Room

July 29, 2011



Primer Group of Companies Officially Launches Its Newest British Streetwear Brand, Boxfresh.

For Immediate Release: Streetwear… a term used to describe fashion that is considered to have emerged not from the studios but from the grassroots. Though streetwear was born in the 80s out of the sub-cultures in America’s most famous metropolises, New York and Lost Angeles, across the Atlantic a similar movement was taking place.

Boxfresh, with the literal meaning, “Fresh Out Of The Box,” was founded in 1989 under the same principals as its counterparts on the other side of the pond. Boxfresh is inspired by an eclectic range of music and art and was born out of, according to the brand’s global website, “a hedonistic generation evolving through acid jazz, trip hop, drum and bass into UK garage, grime and dub step.” Sleek, low, polished and extremely cool, Boxfresh is different when compared to American streetwear. The Brand is not better nor worse but uniquely British ignoring the conventional rules to embody the best and worst of the Country’s underground fashion scene into each and every incredible product.

Boxfresh’s success within its home country has paved way for the Brand’s eastward expansion. In partnership with retail maverick, The Primer Group of Companies, Boxfresh officially broke new ground on the 29th of July launching its brand and latest Autumn / Winter 2011 “outdoor inspired” collection in the Philippines.

Hosted by Rich Herrera of ABS-CBN’s The Price Is Right, select members from the nation’s most prestigious media outlets joined invited VIPs and celebrities for a laid-back, no-fuss night filled with good food / drinks, eclectic music by noted DJs Marc and Jon Naval, and out-of-this-world art installations designed by local artists, Tripp63, Whoop, A.lien and Bjorn Calleja. Also present was Mr. Daniel Morris, Global Managing Director for Boxfresh, who traveled to the Philippines from London, UK to celebrate the occasion.

“We choose the Philippines because our research tells us that Boxfresh will do well here given how fashionably in tune Filipinos are,” states Mr. Morris. “We’ve found a fantastic partner in Primer and are excited to grow Boxfresh in this region.” He goes on to provide greater insight into some of Boxfresh’s upcoming marketing techniques, stating, “As we continue to grow in this market, we are really excited to bring over foreign artists, DJs and acts to the Philippines… similar to what we do in the UK.”

Exclusively distributed by the Primer Group of Companies, Boxfresh’s extensive line of footwear (sneakers, low / mid / high-cut deck shoes, utility boots), graphic tees, polos, knitwears, sweats and hoodies, jackets, denims and bottoms, are available in all Bratpack concept stores nationwide. However, aggressive expansion plans are already in the works.

“We plan to have at least three freestanding stores open by this time next year,” says Pepe Cervero, Brand Associate for Boxfresh, adding, “But we hope to open the first one by the end the end of 2011 if we can find the right location.”

Though Boxfresh is currently only available for men, Mr. Cervero revealed that the women’s line is soon to follow and will likely be made available in the Philippines by Summer 2012. He discloses, “The women’s line is just as cool as the men’s line and will be very exciting when we actually bring it here.”

Boxfresh is not about the matrix of age, race, sex or income but rather for anyone and everyone who appreciates good style, fashion and challenging designs.

For additional information, please visit:

About Primer Group of Companies
The Primer Group’s network of companies is multiplying in a pace never achieved before. The company is now realizing its vision to become the LEADER in the global distribution and innovation of premium goods and services across the Asian region namely Hong Kong, Indonesia, Japan, Malaysia, Singapore and Thailand. After 25 years of continuous and steady growth, its retail authority has grown to over 50 premium brands, 100 free-standing concept stores and over 600 consignment doors in the Asian region. The company is set to reach greater heights through its numerous milestones and marketing commendations locally and abroad. The Primer Group of Companies is also proud to have expanded its business portfolio in the area of industrial products and services. Most recently, the company also opened its first professional retail and merchandising academy. For more information about Primer Group, visit

For additional details, please contact:
William Hsu
Monsters Centaur Production Inc.

Charmaine Palermo
Monsters Centaur Production Inc.