Remember when Nick Graham launched a rocket into space with a pair of his Joe Boxer brand shorts in the nose cone? Or, were you there when he did the first live-streaming fashion show (from an airline hanger in Iceland?) Regretfully, I was invited but couldn’t attend. Or, how about when he launched one of the first fashion industry websites; wove the Joe Boxer URL into the elastic of his underwear; installed the world’s largest live ticker-email sign in New York’s Times Square; and sold the world’s first cyber-scooter in the Neiman Marcus Christmas catalogue.
During the early 90s, Nick Graham, an early adopter of technology, connected his cyber-vision to his meteoric Joe Boxer brand and one outrageous and hysterical event after another. Indeed, his mantra, ‘The brand is the amusement park, the product is the souvenir,’ was the DNA of the Joe Boxer brand.
And, now he’s at it again. [Read more...]