OUR HISTORY Noteable Events in JOE BOXER History 2001-present | 1996-2000  | 1991-1995 | 1985-1990 1996- Introduces CLEAN FRESH UNDERWEARª, a packaged, "no-trick" basic all-cotton underwear line designed to appeal to the average JOE. The World's First Digital Wedding is held in Times Square. Reverend Graham unites Catherine Smylie to Robert Norris, III. The couple meets online in an internet "chatroom" and Robert pops the question via JOE BOXER's World's Largest E-mail. Graham realizes its love at first byte. New York Mayor Giuliani officiates the marriage. JOE BOXER puts its "best foot forward" with JOE BOXER Hose! for men, women and children under license to Great American Knitting Mills. You can also tie one on with JOE BOXER Neckwear under license with Salant Menswear. Adds infant and toddler sized sleepwear to JOE BOXER Kids! giving even the smallest member of the family a reason to smile. 1997- Introduces JOE BOXER Jeans through a partnership with DJ Industries, a division of VF Corporation. The line features denim with ESP with an Extra Sixth Pocket, and is priced at $39. Teams with General Mills for "Breakfast In Your Boxersª," a Frosted Cheeriosª promotion featured on more than six million boxes of cereal. Free boxers are offered and for each pair that is redeemed, JOE BOXER makes a donation to Literacy Partners Inc., a national organization dedicated to helping people learn to read. Some 250,00 were redeemed. JOE BOXER Active! is launched with buff 82 year-old fitness guru Jack LaLanne as spokesperson. The active apparel carries the tagline "Anything You Do Is O.K. With Us." Boy's sized 8-20 now gets the same wearable sense of humor with the launch of a sportswear category under license with Salant Children's Apparel Group. Sets the fashion world ablaze by staging a totally cool International Runway Show in Reykjavik, Iceland as a spectacular finale to New York's Women's Fashion Week. Flies over 200 fashion editors for a 48-hour immersion into Icelandic fun! In addition, Graham opens the CFDA's Fashion Targets Breast Cancer charter in Iceland. Record set for the highest unmanned underwear rocket launch in Black Rock, Nevada. Traveling 66,000 feet, the JOE BOXER ROCKET reaches sub-orbital atmosphere, setting a new civilian world record in world altitude flight. The rocket contains a unique payload - two pairs of underwear - one from JOE BOXER, the other from a Russian manufacturer. JOE BOXER billboard earns a coveted blue ribbon in the first Municipal Art Society of New York's "Spectacular Times Square" competition honoring the area's best supersigns. JOE BOXER becomes a national corporate sponsor for the US Marine Reserve Toys for Tots program. For every package of JOE BOXER CLEAN FRESH UNDERWEARª sold between November and December 24, 1998, $1.00 went to the Marines Toys for Tots Foundation. Selling specialists garbed in clean, fresh white lab coats were in 178 retail doors around the country to help panicked gift-seeking customers and promote the Toys for Tots program. NPD Department Store POSTS: JOE BOXER, the number one boxer short brand in the U.S. July-December 1997. 1998- JOE BOXER establishes a new showroom on Seventh Avenue, a 14,000-sq. ft. showroom and sales office located at 1450 Broadway. Highlights feature giant chairs with wigs, an 8 ft tall banana sculpture and a conference table imprinted with the words: "Blah, Blah, Blah". JOE BOXER creates smiley-face mascot with giant tongue, Mr. Licky, to make personal appearances and generate laughs. Introduces the first two fly boxer dubbed the "double dipper". Creates an ultimate vehicle for General Motor Company's Concept: Cure, a project developed in conjunction with the Council of Fashion Designers of America. One-of-a-kind vehicles are part of a sweepstakes to benefit breast cancer research. Graham creates a unique and funny Chevy Venture¨ minivan complete with Sony Play Stationsª and a right-arm tanning light. Cartoon Coutureª , a larger-than-life fashion spectacular is held at the Warner Bros. Flagship Studio Store on Fifth Avenue. JOE BOXER launches a product line sold exclusively in Warner Bros. Studio Stores. JOE BOXER sends a winner and winner's guest to "See Jerry Seinfeld In Iceland". Teaming with New York Radio Station Z100 and the Harley Davidson Cafë, JOE BOXER creates a promotional sweepstakes. A contestant throws a ball to knock DJ, Greg T into a dunk tank situated at the Harley Davidson Cafë, then the individuals name is entered into a ballot box for the chance to leave THAT night for Iceland. Becomes "The Official Underwear" of Comic Relief, donating over $100,000 of boxers to charity. JOE BOXER teams with the Kellogg Company for a college/university promotion: Kellogg's Boxer Bonanza located on over 240 college campuses. Most successful Kellogg's campus promotion to date. An instant-win game features JOE BOXER boxer shorts as the grand prize. Brings the Comedy Club to retail with the launch of the "Comedy Sleepstakes", a contest at Dayton Hudson's that treats the winner to a comedy makeover. The grand prize includes a sitcom of your life written by the head writer of Fox TV's "King of the Hill". Introduces Undo-Vendoª the world's first underwear vending machine! The machine is outfitted with a motion sensor which, when triggered, speaks to passer-bys. Upon inserting any major credit card to purchase product, customers receive a greeting and a joke! Launches most extensive national advertising campaign to date. Focuses on 8 major markets, as well as 13 top national fashion, entertainment and music publications. Campaign dubbed "(Norman) Rockwell on Acid!" by Brandweek. Honored with the Design Industries Foundation Fighting AIDS award for the company's outstanding support of AIDS-related charities, particularly Divine Design '94, '95, '96 and '97. General Motors requests JOE BOXER to create another ultimate vehicle for Concept: Cure 1999. 1999- Creation of new Home Collection by WestPoint Stevens featuring adult and juvenile bedding, towels and accessories. Duplicates of the General Motors Chevy Venture "Ultimate Cab" are launched on the streets of New York and San Francisco - 100% of the taxi fare goes to breast cancer charities. JOE BOXER sponsors the closing segment of Macy's Passport '99 Gala Fashion Show, a fund raising initiative benefiting San Francisco and Los Angeles area charities. The wacky, over the top finale is entitled "The Evolution of Underwear"! In a premier move to globally expand the brand, JOE BOXER signs an exclusive licensing arrangement with ITOCHU Corporations, one of the largest trading companies in the world and the leader of brand business in Japan, for men's underwear and loungewear. JOE BOXER and Charmant create a spectacle! License agreement signed for sun and optical eyewear. Collection will launch Spring 2000. 2000- JOE BOXER expands at home creating some good, clean fun with a new collection of Bath Products including: vinyl and fabric shower curtains and hooks, tumblers and toothbrush holders, wastepaper baskets and more. And just in time for the current homebodyness trend, Mohawk¨ Rug & Textiles Division will distribute bath rugs, doormats, placemats and cloth napkins. JOE BOXER slips into a new license for men's women's and children's bedroom slippers and casual at-home footwear for global distribution with Wolverine World Wide, Inc. Mexico is the next licensed territory for the brand. In a move to give back to the community, JOE BOXER inaugurates the first of six "Pocket Parks" children's playgrounds erected on abandoned, vacant lots in Mexico City. All the playground equipment, in bright signature brand colors, is donated by JOE BOXER. In support of silly behavior, JOE BOXER teams with Eric Idle, ticketmaster.com and citysearch.com in a promotion entering people who purchase tickets to Eric Idle Exploits Monty Python tour to win a Trip to London . The Grand Prize package includes one week's worth of clean underwear! A new licensing agreement with DB Actif Ltd. will enable JOE BOXER to rule Britannia! JOE BOXER is now in the bag! A new license for small leather goods and bags for men, women and children is signed with Worldwide Dreams LLC. 2001-present | 1996-2000  | 1991-1995 | 1985-1990
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