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Nicholas Graham, the Head of Menswear for Delta North America, was also founder and former CUO (Chief Underpants Officer) of the ubiquitous JOE BOXER brand. Graham changed the face of fashion when he turned his “little” underwear company into one of America’s most popular lifestyle brands.
Graham's eccentric charisma and seat-of-the-pants marketing style transformed JOE BOXER the underwear company into a global brand via his manifesto, "The brand is the amusement park, and the product is the souvenir."

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