Iconix Brand Group, Inc. Taps Nick Graham As Creative Consultant For Joe Boxer
DESIGNER OF EPONYMOUS “NICK GRAHAM” BRAND
TO UPDATE THE BRAND HE FOUNDED IN 1985
Iconix Brand Group, Inc. today announced that menswear designer Nick Graham has been hired as a creative consultant for an updated iteration of the Joe Boxer brand, which will be distributed online and in specialty and department stores. Graham is also currently designing and marketing his eponymous menswear brand, which he founded in 2014.
Graham founded Joe Boxer out of his San Francisco apartment, and it grew it to be an internationally recognized brand known for its quirkiness and irreverent sense of style and humor. The award-winning brand had an impact on the fashion industry that still resonates today.
“It’s so great to be back working with Joe Boxer. It is still one of the best-known brands out there, and it will be so fun to play with it again,” said Graham. As for his plans for Joe Boxer, Graham said the goal is to build on its heritage and its ability to make people smile.
For over 30 years, Graham has been recognized as one of the most innovative designers and marketers in the apparel industry. Graham launched his first eponymous menswear brand to address what he defines as the “Perennial Millennial” consumer. The brand offers color and style at affordable prices, and includes dress shirts, tailored clothing, swimwear, sportswear and footwear and is distributed online and in department stores in the United States.
“The Nick Graham brand is a completely different demographic, more driven by tailored clothing and dress shirts and appealing to a slightly older consumer. Joe Boxer is younger and a lot more casual and active,” added Graham. The Nick Graham brand is a division of Tharanco.
“Iconix is excited to bring Nick Graham back to the Joe Boxer brand,” said Bob Galvin, president and chief executive officer of Iconix Brand Group, Inc. “He’s a true marketing and creative visionary and he’s providing us with valuable insight that will help us bring Joe Boxer to a new generation.”
Graham sold the Joe Boxer brand in 2001 but remained as a partner. Iconix later acquired the brand in 2005. Graham and Iconix will collaborate on product and marketing initiatives for a premium brand extension of the Joe Boxer brand.
Joe Boxer was one of the first proponents of social media, long before the term even existed. As Chief Underpants Officer of Joe Boxer, Nick Graham pushed the concept of experiential marketing to new heights. The brand was one of the first on the internet in 1992, did the first live-streamed fashion show with Microsoft from an airplane hangar in Iceland and installed the world’s largest email in New York City’s Times Square. The brand holds the record for the highest point a pair of underwear has been alone, (120,000 feet, by single thrust rocket), and the unofficial record for the World’s Fastest Fashion Show, (1.2 seconds by Human Cannonball).