History-Joe Boxer


	OUR HISTORY

	Noteable Events in JOE BOXER History

	2001-present \| 1996-2000 \| 1991-1995 \| 1985-1990

	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.

	2001-present \| 1996-2000 \| 1991-1995 \| 1985-1990