the brand history

Twenty years ago, Joe Boxer was founded with a very simple idea: What would happen if the most basic element of men's clothing was remade to reflect humor, fashion and popular trends? One of the things that happened is Joe Boxer achieved a 90% brand awareness by consumers.

When a product is based around the idea of having fun, a few things happen. The most important of which is that it creates a desire to identify with and be a part of the product, and in the end have a great deal of fun. Soon, women and kids wanted in, and Joe Boxer grew way beyond its origins in underwear, evolving into an expanded range of apparel product categories. Joe Boxer's whimsy translated effortlessly into other merchandise categories, such as accessories, home products for bed, bath and office, recreation and sports products. (The simpler the idea and its ability to make people smile, the faster it gains momentum, and momentum based on fun is impossible to stop.)

The JOE BOXER brand has proven to be uniquely elastic, accepted by consumers and retailers alike whether sold in popular or better-priced retail channels. In the US, Iconix has licensed JOE BOXER exclusively to Kmart, a leading mass merchandising chain and part of Sears Holdings Corporation, the country's third-largest retailer. JOE BOXER is currently in all 1,479 Kmart stores. However, in Canada, where Iconix's licensee is a traditional manufacturer/wholesaler, the product is priced significantly higher and sells in more than 650 better specialty and department stores.

Today, Joe Boxer is a true lifestyle brand, providing accessible fun for the entire family; rooted in a simple philosophy: Create a great brand and the consumer will buy a souvenir of that brand.

For updates & more information on Joe Boxer, please visit us at www.joeboxer.com.