Joe Boxer®
Fictitious character created in San Francisco, USA by marketing genius Nick Graham, in 1985
"Fashion should be Fun" - Nick Graham pitched a broad smile at the terribly serious world of fashion - and promptly became one of the most successful trendsetters in the United States. Not that his collections are much on view, except if some crazy New Yorker exposes (almost) all. It was Joe Boxer® who took on the hitherto drab world of underwear and introduced colour aplenty to private life with his bright designs. His motifs adorn a whole realm of clothing from the minuscule to the billowing nightie. Joe Boxer® thinks of everything, even the greetings card for the morning after. Today, countless gift items bear his label.