Bread & Boxers Announces Partnership with Henrik Lundqvist
New York Rangers Goalie Partners with Stockholm-based Bodywear Line
STOCKHOLM, SWEDEN – January 6, 2014 – Henrik Lundqvist, dynamic goalie for the New York Rangers hockey team and perennial man of style, announced today his collaboration with Swedish body wear brand Bread & Boxers.
Hailed by Vanity Fair magazine as one of the top 5 best-dressed men and as one of the most stylish athletes by GQ magazine, Lundqvist is frequently praised for his exceptional taste in clothing, and embraces the brand’s aesthetic of classic, clean lines and Swedish styling.
Lundqvist will collaborate with owners Alexander Palmgren and Henrik Lindahl on a seasonal basis to create capsule collections and special editions. He will also appear as the face of the brand in visual imagery and on selected packaging for the series of “Lundqvist’s Favorites.”
“I’m excited to move into the creative side of fashion, where ideas and personal style come to life,” said Lundqvist. I always wanted to be involved in building a brand, but the right opportunity hadn’t presented itself until now. The line is beautiful and comfortable – essential, really -- which is what attracted me to Bread & Boxers. I wore the products and loved them. It’s that simple.”
Lundqvist and CEO Alexander Palmgren are friends from Gothenburg, the second largest city in Sweden, where they grew up. Each summer, Lundqvist returns to Gothenburg for a post-season retreat; it was also the location for a recent Bread & Boxers photo shoot that shows Mr. Lundqvist on the picturesque waterfront.
“Knowing Hank for many years, I’ve been fascinated by his ability to move between different worlds, yet stay true to his values and heritage,” said Palmgren. “He’s a successful athlete, living a high life in New York, yet he still appreciates the small but pleasurable things in life. Hank represents the essence of Bread & Boxers.”
Creative Director Henrik Lindahl added, ”Lundqvist always has a positive aura that makes people feel good. Of course, his sense for fashion makes him extra relevant, but to me, his way of enjoying life is even more inspiring.”
As exclusive North American manufacturer, sales and distribution partner to Bread & Boxers, United Legwear Co. (ULC) sees great growth potential from the Lundqvist partnership.
“Henrik Lundqvist’s involvement in the brand is a natural, synergistic partnership, given his Swedish heritage and incredible style,” said Isaac E. Ash, President and CEO of ULC. “His iconic status on and off the ice will have great impact on the future of Bread & Boxers.”
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