Henrik Lundqvist Will Model For Bread & Boxers

1.2.2014

By Julien Sauvalle

The Swedish underwear brand taps the NHL goalie for its new campaign

Let's kick off 2014 with some heartwarming news from Sweden! 

The underwear brand Bread & Boxers, a memorable crush of ours last year, has chosen ice hockey player Henrik Lundqvist as its new spokesman. The NHL goaltender, who was named one of "The 25 Most Stylish Men" by GQ in 2013, will model in their upcoming underwear campaign:

"I always wanted to be involved in building a brand, but the right opportunity hadn’t presented itself until now,' Lundqvist told WWD. "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. [It's] styled with a clean, Swedish aesthetic, so the pieces are perfect for me whether I’m traveling city-to-city for hockey, or just enjoying my time in New York City. Sport and style are both important aspects of my lifestyle.” 

Lundqivst joins the ever-expanding ranks of athletes turned models, such as David Beckham, Rafael Nadal, or Cristiano Ronaldo. We'd like to play for that team, too!

The full campaign will be revelead next week at Madison Square Garden, in New York. Mark your calendars.

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