Joe Boxer

Fashion Design   Apparel Definition

Novelty Underwear as a Starting Point

Joe Boxer pioneered the concept of novelty hanging underwear: underwear treated as a displayed, humorous product rather than a plain basic bought without thought. The brand was founded with the very simple idea of taking the most basic elements of men's clothing and remaking it to reflect humor, fashion and popular trends. That formula is visible in the details attached to the product itself. The underwear was known for having the words "Change Daily" printed on the label — a joke placed where only the wearer, and anyone the wearer shows it to, would see it. Because the product is based around the idea of having fun, it gives consumers a chance to identify with and be a part of the brand, which is a different basis for loyalty in a basic category: the garment is inexpensive and functional, but the reason to choose this pair over another is the personality printed on it.

A Spokesperson Built Around a Dance

Actor and model Vaughn Lowery was the most notable spokesperson for the brand, with his infamous "boxer boogie" ads. He made appearances on The Tonight Show with Jay Leno and on The Today Show. That progression — from advertisement to talk-show appearance — shows the campaign working as entertainment in its own right rather than only as product information: a spokesperson associated with a dance in underwear advertising became a guest worth booking on national television programs. For a brand whose founding idea is humor applied to the most basic elements of men's clothing, a campaign that travels beyond the ad break is the idea executed at full size. The product, the label joke and the advertising all carry the same single message, which keeps the brand easy to describe and easy to remember.

From Underwear to a Lifestyle Range

Joe Boxer has expanded into women and kids clothing and has grown well beyond its origins in underwear, spreading into other merchandise such as accessories, home, and products for bed, bath, office, recreation and sports. As of 2019, Joe Boxer is described as a true lifestyle brand providing entertaining fun for family and friends. Its ownership and distribution are specific: Joe Boxer is a wholly owned subsidiary of Iconix Brand Group, and in the United States its products are sold exclusively at Kmart and Sears, both owned by Sears Holdings. Outside the U.S., products are sold at select retailers such as The Bay in Canada, and Joe Boxer was in the process of opening its own branded boutiques in Canada. Exclusive distribution through two related chains makes the brand's American presence depend on those stores, while the Canadian plan points the other way, toward shops carrying the Joe Boxer name itself.