Not only is
Boxpark the go to place in Shoreditch for food, drinks or even a place to relax
in the sun, on occasion, in recent years it has become a key location to set up
and market a thriving business. Boxpark is currently the home to 42 fashion, art,
beauty and food shops. The majority of these stores are independent but some
are brands that are globally recognised. Box Park have previously welcomed
brands such as Gap, SmashBox, Mac Cosmetics, Just Hype and Urban Outfitters to
name a few. The Park has become a massive attraction in Shoreditch and with the
shops changing almost yearly it brings a new feel to the old town.
A current
resident at Boxpark found at #Unit17 is independent sneaker stockiest, Fresh
Laces. Unlike your average FootLocker or JD, Fresh Laces stock limited and rare
sneakers and also promote lifestyle and build a community for all sneaker
freaks from these special kicks.
Fresh Laces
have been residents of Boxpark stocking consignment sneakers, sneaker products,
accessories and UK street wear since August 2015 and haven’t looked back since.
Nathan Messiah, driving force, behind the brand invited me into his trainer
world and let me understand his brand from his point of view.
Starting at
the very roots of the brand, Nathan explains, “Fresh Laces was basically born
out my passion for trainers. I’ve been into kicks heavy for about 15 + years
and maybe about 6 years ago I realised I had amassed quite a big collection. At
that point I just collected but wanted to somehow find a way to work within the
industry but not just in a store, something a bit more creative.”
It’s clear
from the offset that Fresh Laces has more to offer than just cool kicks. A warm
welcome when you walk through the store doors and a bond for sneakers makes
this a shopping experience like no other. “We stock rare & exclusive kicks
alongside independent street wear so it’s very unique. We’ve brought that niche
side of this game that mostly is found online or at conventions to a physical
store.”
“I definitely
think it’s been a great move for the business, Boxpark has a good community
feel and the area is dope. It’s the place to be. I think moving to Box Park has
been a positive thing all round, there’s not that many spots in London or the
UK even that are like us. Bringing this concept to the popular Boxpark has
definitely seen our popularity rise just for the fact more people now know
about us and are being introduced to Fresh Laces daily. On the social media
side of things it’s great, Boxpark have a big platform that gives great
exposure to all the independent businesses that are here plus we go hard too so
its collective promotion which again is a dope thing.”
Of course
Boxpark isn’t forever, so the plan for Fresh Laces moving on was a question
that had to be asked,“We have big plans after Boxpark, we'll be here until the
end of July then its the next move which we have to keep under wraps for now
but its big! In the next 5 years I just want Fresh Laces to have an amazing
store with a reputation for being the go to spot for the best in sneakers &
street culture in the UK!”
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