NY hockey team goalie Lundqvist new face of Bread & Boxers

Hailed by Vanity Fair magazine as one of the top 5 best-dressed men and as one of the most stylish athletes by GQ magazine, Lundqvist is frequently praised for his exceptional taste in clothing, and embraces the brand's aesthetic of classic, clean lines and Swedish styling.

Lundqvist will collaborate with 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 and on selected packaging for the series of "Lundqvist's Favorites."

"I'm excited to move into the creative side of fashion, where ideas and personal style come to life," said Lundqvist. 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."

Lundqvist and CEO Alexander Palmgren are friends from Gothenburg, the second largest city in Sweden, where they grew up. Each summer, Lundqvist returns to Gothenburg for a post-season retreat; it was also the location for a recent Bread & Boxers photo shoot that shows Mr. Lundqvist on the picturesque waterfront.

"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 Henrik Lindahl added, "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."

As exclusive North American manufacturer, sales and distribution partner to Bread & Boxers, United Legwear Co. (ULC) 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 incredible style," said Isaac E. Ash, President and CEO of ULC. "His iconic status on and off the ice will have great impact on the future of Bread & Boxers."

About Bread & Boxers

Since its inception in 2008, Bread & Boxers has strived to offer simpler, better alternatives for everyday basics. Being part of the everyday routine, getting great underwear should be as simple as picking up the morning bread. After all, the things we wear everyday matter more than the things we wear only once in a while.

About United Legwear

Founded in 1998 by Isaac E. Ash, United Legwear Company, LLC is a global manufacturer and distributor of socks and bodywear and has established itself as one of the leading resources in the industry. From infants and toddlers to teens and adults, ULC offers a full range of products that address the functional and fashion needs of consumers. United Legwear always strives to remain true to innovation, quality and integrity.

United Legwear