In one of the most significant moves in UK streetwear, Boxfresh is coming back.
Not as a short-term collaboration or a nostalgia-led drop, but as a full rebuild with long-term intent. This is a brand being reintroduced properly, with the structure, investment and leadership to make it land again in today’s market.
Climb & Conquer have been appointed to support the relaunch across CRM, SEO and Paid Search, working closely with the team as a performance partner to help drive demand, capture intent and build long-term growth from day one.
The Return of a Foundational UK Streetwear Brand
Boxfresh is not just another name being brought back into circulation.
It played a defining role in UK streetwear. Worn in clubs, on pirate radio stations and across early rap and grime culture, it represented something real at a time when the UK scene was still forming its identity. Starting life on a Greenwich market stall in 1989, it quickly became one of the first credible streetwear labels in the UK, well ahead of where the wider market was at the time.
That history matters, but it is not what this relaunch is relying on.
The brand stepped away, and now it is stepping forward again. Not to revisit what it was, but to build what it can be now.
New Leadership, Clear Direction
The relaunch is being led by Luke Hodson, Founder of NERDS Collective and now Founder and CEO of Boxfresh Holdings Ltd.
Luke has secured the global rights, raised capital and created the platform to rebuild Boxfresh properly. His background is rooted in helping brands stay culturally relevant, working with names such as Lacoste, Dr. Martens, Levi’s, Lynx and G-Shock over the past decade.
That experience shows in the direction of the relaunch. This is not about recreating old product lines or leaning on archive moments. It is about building a brand that fits how culture moves today.
The team being assembled around the brand reflects that ambition. Creatives and operators who understand the space, not just observe it.
April marks the start of that next chapter.
Where Climb & Conquer Fit In
Climb & Conquer have been brought in to ensure that performance sits at the centre of the relaunch.
Our role spans three core areas:
- SEO, to build long-term organic visibility and capture demand as the brand grows
- Paid Search, to convert high-intent users and drive immediate commercial return
- CRM, to build retention, increase customer lifetime value and create a stronger owned audience
This is not a light-touch consultancy role. We are working closely with the Boxfresh team as a hands-on partner, combining strategic input with execution across channels.
A Track Record Built on Performance
Our involvement in this project reflects how Climb & Conquer has been built.
We have taken a deliberate approach to growth. Senior specialists only. Fewer accounts per person. A model designed to drive results, not just activity.
That approach has allowed us to deliver strong performance across a range of eCommerce and fashion brands.
Our work with Mallet London is a clear example, where we have supported significant growth across SEO and Paid Search in a highly competitive market. Alongside this, we have worked with a number of brands across the UK and internationally, many of which remain confidential due to NDA agreements.
Across all of these, the principle remains the same. Performance first.
Shane Parkins, Founder of Climb & Conquer, said:
“This is exactly the type of project we’ve built Climb & Conquer for.
We’ve been very deliberate over the last few years about how we grow the agency. Senior people, fewer accounts, full focus on results. That model is starting to compound and it puts us in a position where we can step into brands like Boxfresh and make an impact quickly.
This isn’t about sitting on the side and advising. We’re in it with the team, helping shape performance from the ground up.
Boxfresh has real weight behind it. Our role is to make sure that translates into commercial performance as the brand comes back to market.”
