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Joe Boxer is a brand of underwear and related apparel, founded by Nicholas Graham. The brand pioneered the concept of novelty hanging underwear.
After all, boxer shorts that quack, inflate, are 3-D, have glowing messages (no, no, no in the daytime, yes, yes, yes, at night), and have happy faces, cry out for zany, attention-grabbing antics.
Free boxers were offered, and for each of the 250,000 entries, JoeBoxer made a contribution to Literacy Partners, Inc. Graham also signed on to General Motors' Concept: Cure, a project developed in 1997 in conjunction with the Council of Fashion Designers of America.
While JoeBoxer was hot out of the starting gate with zany undies, folks like Hilfiger and others are staking their claim in the $2-3 billion mens underwear market.
The JoeBoxer brand is one of Kmart's strongest, along with Martha Stewart Living home-decor lines, said Neil Cole, CEO of Iconix Brand Group, Boxer's new owner.
JoeBoxer, made famous by a TV commercial of a man frenetically dancing the "JoeBoxer Boogie," generates $200 million in yearly royalty income.
JoeBoxer already is sold at upscale department stores in Canada.