By  on January 2, 2014

Henrik Lundqvist, the goalie for the NHL’s New York Rangers, has entered into a partnership with Swedish men’s underwear and bodywear brand Bread & Boxers.

Lundqvist — who has been hailed by Vanity Fair magazine as one of the top five best-dressed men and as one of the most stylish athletes by GQ magazine — will collaborate with the brand’s 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 for advertising and marketing campaigns and on select packaging for a series of “Lundqvist’s Favorites.”

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