Sports and fashion company the Pentland Group plc ( has acquired the trademarks and other intellectual property rights of the brand Boxfresh (, for both the UK and the rest of the world.

Inspired by the street culture of London, the British streetwear label is now recognized as one Britain’s most energetic and wearable youth clothing lines. The Boxfresh brand was created by Roger Wade in 1990, and today sells through over 600 stockists worldwide, including a flagship store in London’s Covent Garden.

Wade, who will continue to develop Boxfresh as creative director, looks forward to continued success internationally. He said, “With Pentland’s backing we will be able to grow Boxfresh into a global streetwear brand.”

The deal has resulted in the arrival of Mark Baker from another Pentland company that operates Kickers under license. He will take up the position of COO of a new company that will manage the Boxfresh brand. Simon Poole, Boxfresh’s sales director, is moving on to join Peter Werth as brand director, while Dean West has been promoted to sales manager. The brand’s previous chairman, David Carter-Johnson, will be leaving to explore new ventures.

The Pentland Group, which is the owner or licensee of brands such as Berghais, Kickers, Speedo, Lacoste, Ted Baker and Ellesse, will undoubtedly take the already flourishing Boxfresh to new heights. The brand has had an enduring presence in British streetwear since it’s conception and its knack for combining a culture of “cool” with easy and accessible clothing now has the support to evolve as an even stronger force in its field the world over.