Nick Graham, who founded Joe Boxer in 1985, recently launched his own eponymous lifestyle brand found exclusively at NickGraham.com. According to the site, the brand will focus on menswear and accessories for now, "then branch out into other categories over time."
The site is currently offering their "New York" collection, which consists of black and white apparel with NYC-inspired names such as "The Queens Polka" shirt (priced at $125) and "The Hamptons Weekend" necktie (which goes for $69). Future collections are set to be titled, "Gilligan's Island," "Dinner Party at Burning Man Collection," and "Bermudada." (I advise you not to look too hard for a common theme here, because I have yet to find one.)
When asked how his line will be different than all the other brands fishing for recognition in the crowded e-commerce marketplace, Graham responded by saying, "I actually see it the complete opposite, and see it wide open especially online. I think Seventh Avenue has not embraced e-commerce at the level they should." Regarding his overall vision, he added, "I want each man to always remember that his style is his own. It's all captured in our company motto: 'Because he can.'"
It's a motto that seems to have extended to many of Graham's ventures, considering he has, in the past, created boxers with detachable raccoon tails, dressed as the Queen of England and tossed free boxers from a crane in Times Square, and even launched boxers into space.
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