The Story Behind the Brand
Founders Alexander Palmgren and Henrik Lindahl.
How it started
One early morning in 2009 two Swedish friends woke up in a hotel room on the other side of the Atlantic while their baggage with all their everyday favorites was, well, not there. Although that day did not start out very well, by nightfall Bread & Boxers was founded.
Bread & Boxers started as an extension of the mini bar, a life saver for light travelers, or if you will, room service at its best. We successfully launch of a line of underwear favorites, including boxers, panties and socks, at first only accessible in hotel rooms. But soon emails from hotel guests started to drop in with inquires on where to buy their new favorite underwear a bit closer to home. Since 2011, an extended collection of everyday basics can be found in selected stores throughout Europe, the US and Asia.
We want simpler, better alternatives for everyday basics. Being serious about of the everyday routine, we think getting great underwear should be as simple as picking up the morning bread. We truly believe that the things we wear everyday matter more than the things we wear only once in a while.
Hailed by Vanity Fair as one of the top 5 best-dressed men, Henrik Lundqvist, dynamic goalie for the New York Rangers, embraces Bread & Boxers aesthetic of classic, clean lines and Swedish styling. Lundqvist collaborates with owners Alexander Palmgren and Henrik Lindahl on a seasonal basis to create capsule collections and special editions. He also appear as the face of the brand in visual imagery and on selected packaging for the series of "Lundqvist's Favorites."
“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."
Bread & Boxers are created with simplicity, comfort and functionality in mind. All pieces are designed in Sweden and crafted from either 100% or 94% cotton for a soft touch and a great fit. Our boxers are unembellished; perfect for those who prefer to leave logos out of their look.
More structured than your ordinary tee, Bread & Boxers tee shirts has a more slim fit and the model is a bit longer than most. Available in either regular or relaxed fit your Bread & Boxers tee shirts will be a part of your everyday routine. An everyday favorite.
Embracing the simplicity of everyday life our packaging is inspired by the essentials we stock up on in the grocery store. Simple as that.