1985 Nicholas Graham, native of Calgary, Canada, moves to San Francisco at the age of 27 and starts a small business making men"s novelty ties. This soon grows into a business where he and his design team creating a line of boxer shorts in a range of unexpected designs, most notably the Imperial Hoser, the infamous red tartan boxer that came with a detachable raccoon tail.
United States Secret Service confiscates 1,000 pairs of underwear silk screened with $100 bill because the imprints violate forgery laws. JOE BOXER sees the opportunity to create a news event and the company"s marketing philosophy is cemented.
1988 JOE BOXER is the first company to create glow in the dark underwear. Most successful style reads No, no, no, when the lights are on and Yes, yes, yes when they aren"t.
1990 Adds men"s loungewear and sleepwear, including T shirts with the legend shut up and go to sleep!
Roseanne Barr routinely wears the shut up and go to sleep t shirt on her hit television show.
Introduces the world"s first 3 D underwear sold with a special UNDOVISORª. 3 D pajamas and T shirts follow.
1991 JOE BOXER is honored with the Woolmark and Marty Awards.
1992 JOE BOXER serves as co chair of San Francisco"s hugely successful 7th On Sale fund raising event which raises more than $2.6 million for Bay Area charities.
Introduces JOE BOXER Girlfriend! a collection of sleepwear and loungewear for women. (Innerwear added in 1996.)
Pilobolus , the internationally acclaimed dance troupe, performs at a JOE BOXER fashion show wearing underwear and sleepwear.
Introduces JOE BOXER Kids! for pint sized boy and girl pugilists who demand their own line of underwear and sleepwear.
Launches JOE BOXER Home! with licensed partner Martex/WestPoint.
Honored with the Absolute Golden Shears and MIRA Awards.
1993 A smiley face print with red tongue, dubbed the Licky Logo appears on product for the first time. The Licky Logo is a registered trademark of Joe Boxer Corp.
Guests can stay in the JOE BOXER Suite at the Triton Hotel in San Francisco. Rooms are decorated with irreverent JOE BOXER Home! products for two consecutive years.
JOE BOXER sends 100 pair of underwear to President Bill Clinton to coincide with his first 100 days in office. Note says: If you"re going to change the country, you"ve got to change your underwear.
1994 First ever in flight underwear fashion show on Virgin Airways" inaugural flight from London to San Francisco. Passengers hear the announcement; US Customs require that all passengers change their underwear.
Honored with Earnie Fashion awards for children"s design excellence.
First underwear company in cyberspace. Launches e mail address on waistbands, billboards and packaging with the message to consumers, Contact us in underwear cyberspace.
Quentin Tarantino wears JOE BOXER pajamas in his critically acclaimed movie Pulp Fiction. Madonna wears them in Truth or Dare.
1995 JOE BOXER"s 10th Anniversary! The company celebrates with a party at a Las Vegas wedding chapel with a fashion show/auction of mock wedding and designer wedding dresses. Raises $14,000 for the Pediatric AIDS Foundation.
First American fashion company to enter the Internet with very own World Wide Web link. The site garnered critical acclaim from the cybercommunity. (Second version of the web site launches on Christmas Day, 1995) Over 1.5 billion visitors.
The first all underwear clad marching band performs at a JOE BOXER retail event in Minnesota.
Chronicle Books publishes JOE BOXER"s definitive book on underwear A Brief History of Shorts: The Ultimate Guide to Understanding Your Underwear.
Watch out, JOE BOXER Time! is introduced as a licensing agreement with Timex Corporation. Most successful watch launch ever at Bloomingdale"s.
Honored with a second Ernie award.
Earns a coveted CLIO award for the company"s famed web site.
World"s First interactive electronic billboard launches in Times Square. Located at 42nd and Broadway, this 6,000 sq. ft billboard includes The Zipper, that displays e mail messages delivered to the site from anywhere in the world.
Launches a promotion with Virgin Airways Buy Five Pairs and Fly program. Graham, company founder, is suspended 100 feet above Times Square, dressed as the Queen of England with his cohort Richard Branson. Consumers buy five pairs of boxers and get a Virgin companion ticket free to London.
Designs 10 Cyber Scooters, some in polka dots, each with its own Motorola Envoyª and e mail address to sell for $10,000 each in the famed Neiman Marcus Christmas Catalog.
1996 Introduces CLEAN FRESH UNDERWEARª, a packaged, no trick basic all cotton underwear line designed to appeal to the average JOE.
The World"s First Digital Wedding is held in Times Square. Reverend Graham unites Catherine Smylie to Robert Norris, III. The couple meets online in an internet chatroom and Robert pops the question via JOE BOXER"s World"s Largest E mail. Graham realizes its love at first byte. New York Mayor Giuliani officiates the marriage.
JOE BOXER puts its best foot forward with JOE BOXER Hose! for men, women and children under license to Great American Knitting Mills. You can also tie one on with JOE BOXER Neckwear under license with Salant Menswear.
Adds infant and toddler sized sleepwear to JOE BOXER Kids! giving even the smallest member of the family a reason to smile.
1997 Introduces JOE BOXER Jeans through a partnership with DJ Industries, a division of VF Corporation. The line features denim with ESP with an Extra Sixth Pocket, and is priced at $39.
Teams with General Mills for Breakfast In Your Boxersª, a Frosted Cheeriosª promotion featured on more than six million boxes of cereal. Free boxers are offered and for each pair that is redeemed, JOE BOXER makes a donation to Literacy Partners Inc., a national organization dedicated to helping people learn to read. Some 250,00 were redeemed.
JOE BOXER Active! is launched with buff 82 year old fitness guru Jack LaLanne as spokesperson. The active apparel carries the tagline Anything You Do Is O.K. With Us.
Boy"s sized 8 20 now gets the same wearable sense of humor with the launch of a sportswear category under license with Salant Children"s Apparel Group.
Sets the fashion world ablaze by staging a totally cool International Runway Show in Reykjavik, Iceland as a spectacular finale to New York"s Women"s Fashion Week. Flies over 200 fashion editors for a 48 hour immersion into Icelandic fun! In addition, Graham opens the CFDA"s Fashion Targets Breast Cancer charter in Iceland.
Record set for the highest unmanned underwear rocket launch in Black Rock, Nevada. Traveling 66,000 feet, the JOE BOXER ROCKET reaches sub orbital atmosphere, setting a new civilian world record in world altitude flight. The rocket contains a unique payload two pairs of underwear one from JOE BOXER, the other from a Russian manufacturer.
JOE BOXER billboard earns a coveted blue ribbon in the first Municipal Art Society of New York"s Spectacular Times Square competition honoring the area"s best supersigns.
JOE BOXER becomes a national corporate sponsor for the US Marine Reserve Toys for Tots program. For every package of JOE BOXER CLEAN FRESH UNDERWEARª sold between November and December 24, 1998, $1.00 went to the Marines Toys for Tots Foundation. Selling specialists garbed in clean, fresh white lab coats were in 178 retail doors around the country to help panicked gift seeking customers and promote the Toys for Tots program.
NPD Department Store POSTS: JOE BOXER, the number one boxer short brand in the U.S. July December 1997.
1998 JOE BOXER establishes a new showroom on Seventh Avenue, a 14,000 sq. ft. showroom and sales office located at 1450 Broadway. Highlights feature giant chairs with wigs, an 8 ft tall banana sculpture and a conference table imprinted with the words: Blah, Blah, Blah.
JOE BOXER creates smiley face mascot with giant tongue, Mr. Licky, to make personal appearances and generate laughs.
Introduces the first two fly boxer dubbed the double dipper.
Creates an ultimate vehicle for General Motor Company"s Concept: Cure, a project developed in conjunction with the Council of Fashion Designers of America. One of a kind vehicles are part of a sweepstakes to benefit breast cancer research. Graham creates a unique and funny Chevy Venture
minivan complete with Sony Play Stationsª and a right arm tanning light.
Cartoon Coutureª , a larger than life fashion spectacular is held at the Warner Bros. Flagship Studio Store on Fifth Avenue. JOE BOXER launches a product line sold exclusively in Warner Bros. Studio Stores.
JOE BOXER sends a winner and winner"s guest to See Jerry Seinfeld In Iceland. Teaming with New York Radio Station Z100 and the Harley Davidson Cafë, JOE BOXER creates a promotional sweepstakes. A contestant throws a ball to knock DJ, Greg T into a dunk tank situated at the Harley Davidson Cafë, then the individuals name is entered into a ballot box for the chance to leave THAT night for Iceland.
Becomes The Official Underwear of Comic Relief, donating over $100,000 of boxers to charity.
JOE BOXER teams with the Kellogg Company for a college/university promotion: Kellogg"s Boxer Bonanza located on over 240 college campuses. Most successful Kellogg"s campus promotion to date. An instant win game features JOE BOXER boxer shorts as the grand prize.
Brings the Comedy Club to retail with the launch of the Comedy Sleepstakes, a contest at Dayton Hudson"s that treats the winner to a comedy makeover. The grand prize includes a sitcom of your life written by the head writer of Fox TV"s King of the Hill.
Introduces Undo Vendoª the world"s first underwear vending machin
For Fall 2012 designers are inspired by a wide range of influences, from the elaborate details of brocade and metallic gold embellishments to the dynamic mix of military chic and power pantsuits. Colo