BREAD & BOXERS HISTORY

HISTORY

Founded in 2008 by Henrik Lindahl and Alexander Palmgren, it all started after losing their suitcases on an international trip. The two friends had “a vision” about what the perfect underwear should be like and how accessible it should be, even as an additional offer to the mini-bar or room service. Upon returning from their trip, they developed the first collections and began to sell them in rooms and receptions. Soon hotel guests began asking where else they could get their favorite underwear, which encouraged them to launch the company and expand their product lines for men and later women. And so, since 2011, your favorite clothes for every day can be found online and in the best stores in the world. Since 2017, the MIRTO Group is the exclusive distributor of the brand for Spain, Portugal and Andorra.

PHILOSOPHY

Selecting underwear or loungewear, as part of your daily routine, should be as easy as going for bread every morning. This is how the concept and the brand emerged to offer a simple and fresh collection for daily essentials, at an affordable price. Because we think that “what we carry every day matters more than the things we only carry occasionally.”

DESIGN

Bread & Boxers is created with comfort and functionality in mind. All garments are designed in Sweden and made with the best organic cotton fabrics, which gives them a soft touch and a perfect fit to the body. The brand dispenses with trends and bright colors and its products are in basic colors, ideal for those who prefer to avoid sophisticated designs or flashy logos.

PACKAGING

Bread & Boxers also embraces the simplicity of daily life with its packaging, which is inspired by the essential products we stock up on every day at the supermarket. As simple as that. Easy to buy, easy to open, easy to use…

BRAND AMBASSADOR

Henrik Lundqvist is the main image of the brand. The Swedish athlete and starting goaltender for the New York Rangers ice hockey team is an ideal character to represent their aesthetic and B&B philosophy. Included by Vanity Fair on several occasions in its list of the most stylish men, Lundqvist collaborates on the foundations of the minimalist design of clean lines and Swedish style of the brand's t-shirts, boxers, pants and sweatshirts, also creating capsule collections and special editions .

“The line is beautiful and very comfortable. An essential basic. It's what attracted me most to Bread & Boxers. I use their products and I love them. "It's that simple." Henrik Lundqvist

CONTACT

You can purchase B&B products in our online store, in selected multi-brand stores and in our personalized spaces in department stores. If you want to sell or distribute our products you can contact us at breadandboxers@mirto.com