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"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.”
Lundqvist will collaborate with the brand’s 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 for advertising and marketing campaigns and on select packaging for a series of “Lundqvist’s Favorites.”