HISTORY

Founded in 1985 by Canadian entrepreneur Nicholas Graham,  Joe Boxer is a quirky underwear brand founded on the ethos that underwear has no business being boring. 

​

The brand takes basic elements of men's & women's clothing and reinvents them to reflect humour, popular trends and fashion. The brand originally rose to notoriety due to Graham's outlandishly inventive stunt

marketing - the United States Secret Service once allegedly confiscated 1000 pairs of Joe Boxer pants covered in 100 US dollar bill print, because the print was reportedly in violation of anti-forgery laws and the traffic in Times Square was once brought to a standstill when Graham fired pants from a cannon into the crowds from a cherry pickercrane.

​

Today Joe Boxer is owned and operated by Iconix Brand Group globally, and continues to bring humour and creativity to a product universe including underwear, pijamas, socks, swimwear, apparel and so much more.