(Filed Under wholesale Basics News). Bread & Boxers, a Swedish firm that produces basic underwear, t-shirts and socks for men and women, announced a “collaboration” with Henrik Lundqvist, goalie for the New York Rangers hockey team, to produce “capsule collections and special editions” and “appear as the face of the brand in visual imagery and on selected packaging for the series of ‘Lundqvist’s Favorites.’”
United Legwear is described in the announcement as the “exclusive North American manufacturer, sales and distribution partner to Bread & Boxers,” and its CEO Isaac Ash explained that “Henrik Lundqvist’s involvement in the brand is a natural, synergistic partnership, given his Swedish heritage and incredible style. His iconic status on and off the ice will have great impact on the future of Bread & Boxers.”
Lundqvist and Bread & Boxers CEO Alexander Palmgren are childhood friends from Gothenburg, Sweden.
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