and CUO of Joe Boxer
Graham, founder and CUO (Chief Underpants Officer) of the
ubiquitous JOE BOXER brand, changed the face of fashion when
he turned his “little” underwear company into one of
America’s most popular lifestyle brands. Graham is now
bringing his wildly successful creative philosophy and
unconventional business methods to the rest of the world via
a pivotal time in history when the collective attention span
is getting shorter by the minute, people hunger for new ways
to buy and to sell everything. By believing that people simply
long to have access, and
to enjoy, everything from fashion, to music, to film, to
travel, to books, and everything in-between, Graham founded
the 100 Minute Company to maximize his theory that brands need to
be more expansive in their thinking across multiple platforms-just
as their consumers do. Graham’s irreverent yet spot-on
business acumen delivers a new vehicle for producers and
consumers alike to get what they want… and to have fun in
on Joe's Head for Interview!
(Photo: Jock McDonald,
He is known for both his underwear and his over-the-top marketing antics. Who
could possibly fit this description other than the infamous Nick Graham, AKA "Joe
Boxer"? His claim to fame is designing and selling unconventional
men's underwear, but his business has expanded into a virtual empire, complete
with licenses for everything from eyeglasses and sunglasses to napkins and toilet seats.
Yes, Graham is a designer, but even more than that he is a
Some of his more famous designs include 3-D and inflatable underwear,
glow-in-the-dark boxer shorts that read "Yes Yes Yes" in the dark and "No No No"
in the light, and the Imperial Hoser, a red tartan boxer with a detachable raccoon tail.
native of Calgary, Canada, Nick Graham was 27 when he moved to
San Francisco in 1985 to pursue music. In the midst of
the post-punk evolution, he found himself starting a small
business out of his flat, making men's novelty ties for
rockers who fancied a bit more sophistication in their garb.
Convinced the stuffy world of men's undergarments also needed
his unconventional stamp, Graham turned his sights to
designing men's underwear. Possessing a highly developed sense
of humor—and penchant for the irreverent—he drew upon his
graphic design background to create a line of boxer shorts
with unexpected designs.
Graham's direction, JOE BOXER eventually produced more than
1,000 eye-catching designs annually, for a broad range of
well-made, affordable lifestyle apparel in everything from
underwear, sleepwear, loungewear, to home furnishings.
Marketed internationally, JOE BOXER developed an impressive
global base of loyal fans that eagerly awaited each new
collection. Graham's bold, humorous and unexpected graphic
patterns have broadly informed fashion trends for years. He
infused “fun” into the business and his ideas have been
incorporated throughout the industry ever since.
has earned several of the top fashion industry awards,
including the Woolmark and Marty Awards, the Absolut Golden
Shears and MIRA Awards, and multiple Earnie Awards, as well as
advertising’s coveted CLIO. In
2001, he brokered the landmark deal between JOE BOXER and
KMART… the brand’s new home.
Graham's eccentric charisma and seat-of-the-pants marketing
style transformed JOE BOXER the underwear company into JOE
BOXER the entertainment company. As Graham says, "The
brand is an amusement park, and the product is the
he continues to act as Chief Underpants Officer, he also heads
up the 100 Minute Company, where his clients benefit from the
self-admitted Attention Deficit Disorder that translates his
theories for success on all fronts-from entertainment
to media to product development. A popular public speaker,
Graham is a sought-after presenter of new ideas.
GRAHAM SPEAKING SERIES
THE JOE BOXER STORY
FROM UNDERWEAR TO EVERYWHERE!
JOE BOXER STORY is Nick Graham’s amazing and true
tale of success: How without the use of conventional
advertising or marketing methods, he turned his
“little” underwear company into one of America’s
most popular brands. Through his infamous brand of wit and
humor, Graham shares his personal adventures-including the
serious aspects of creating something radically
different-and leaves his audience inspired to take risks,
persevere, and have fun in the process. 45 minutes.
2) THE END OF SELLING
TO GIVE A WORLD THAT HAS EVERYTHING
END OF SELLING is Nick Graham’s argument that the
world has run out of new things to sell-but is clearly
hungry for new ways to buy. In this presentation, he
demonstrates how every modern business process or product,
no matter how dynamic or successful today, is actually
just an updated version of a centuries-old idea. By using
leading “smart” companies as examples, Graham invites
the audience to strategically map out how they can stop
selling, and start thinking about how to reinvigorate
whatever process or product they are trying to market. 45
3) THE 100 MINUTE BRAND
WHO YOU ARE IS WHAT YOU MAKE
100 MINUTE BRAND deals with how people can
reinvigorate their creative process to translate
(externally) the value they have within. Nick Graham uses
his proven branding philosophy to take the audience to the
heart of what creates a successful brand. Using his
theory, based in part on the Powers of Ten, he
demonstrates how the power of a single individual can
outwardly create memory for others. It is also used to
illustrate that the memory contained within an individual
(their DNA), can and will dictate how they can translate
their own memory to others, ultimately creating their own
“brand.” 50 Minutes.
KEYNOTE FEE CATEGORY:
4) THE 100 QUESTIONS.
ANSWERS ARE FREE.
100 QUESTIONS are Nick Graham’s insightful
branding theories wrapped inside 100 queries. 100
Questions-one every minute-guide the audience to a better
understanding of what Graham sees as a purely existential
process of defining one’s own brand. The first question
asks: “Who are you?,” and the last “How do you want
to be remembered?” An extremely powerful and
mind-expanding experience. 100 Minutes.
* Honorarium can
vary depending on presentation length, distance to venue and many
other factors. All fees are plus travel expenses and subject to
change, so please call for an exact quote.
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