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.”
Lundqvist said he is pleased “to move into the creative side of fashion, where ideas and personal style come to life.
“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,” said Lundqvist. “The Bread & Boxers collection is both basic and essential, and styled with a clean, Swedish aesthetic, so the pieces are perfect for me whether I’m traveling city-to-city for hockey, or just enjoying my time in New York City. Sport and style are both important aspects of my lifestyle.”
He further noted that he “loves the hand-feel of the fabric, and the tailored fit and classic styling. There’s really not just one factor.…Bread & Boxers is more about all key components creating a perfect piece of bodywear.”
Lundqvist’s favorite items are the boxer brief and two crewneck T-shirts — a fitted style with a bit of elastane, and a relaxed-fit style of 100 percent organic cotton.
“I love that I can wear the Ts with jeans and look finished,” he added.
Regarding the ad campaign, Lundqvist commented, “The campaign was shot in Gothenburg, my hometown, so my feelings for southwest Sweden run deep. The vignettes show a lot of waterfront imagery.…It’s a genuine depiction of the surroundings, and the product is set against a quiet, tranquil background. For this campaign, we wanted to evoke my lifestyle back home.”
It’s no coincidence that Lundqvist, known as “Hank” to his friends, decided to team up with Bread & Boxers.
Lundqvist and Palmgren, the brand’s chief executive officer, are friends from Gothenburg, where they both grew up.
“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 Lindahl noted, “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.”
The Bread & Boxers brand was created by Palmgren and Lindahl in 2008 after their luggage had been lost, and the only clothing they had was what they were wearing. As a result, the two entrepreneurs envisioned a line of premium bodywear that would be an extension of a hotel minibar — a practical option for light travelers or for emergencies.
The collection includes boxer briefs, T-shirts, tank tops and socks.
In 2012, a licensing pact was signed with United Legwear Co. LLC to be the brand’s distributor and marketer in the U.S. and Canada.
Isaac E. Ash, president and ceo of ULC, said he 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 style,” said Ash.
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion
“I’m Russian and I love to use all these little tricks that I got from my grandma or my mom. We didn’t have a lot of money for creams or anything like that so we would use a garden as a beauty treatment regime. We’d put cucumber in the fridge and do a cucumber mask,” says model @irinashayk on one of her beauty hacks. WWD asked celebs what their go-to self-care rituals are. See what Naomie Harris, Freida Pinto and more said on WWD.com. #wwdeye #wwdbeauty (📷: @zefashioninsider)
Exclusive: @viktorandrolf are teaming up with @Zalando on a collection made from leftover clothing. The lineup, which lands at the retailer February 1, includes 17 pieces adorned with sliced up and repurposed overstock from the retailer’s private label collection. Pictured here is a look from the collection –– see more on WWD.com. #wwdfashion #wwdnews
@duewestnyc is the newest bar joining the collection of intimate neighborhood-focused spaces in the West Village. The cocktail menu, which includes bitters and syrups made in-house, offers a “Build Your Own Old-Fashioned” – like the one pictured here – where guests can choose from a list of spirits and unexpected sugars and bitters. #wwdeye
Spotted at last night’s National Board of Review gala in NYC: Angelina Jolie. Jolie – along with Meryl Streep, @lupitanyongo and more – continued the all-black dress code from Sunday’s Golden Globes. #wwdeye (📷: @lexieblacklock)