Nick Graham is back in the underwear business.
The designer, who made his mark as founder and chief underpants officer of Joe Boxer, is launching a collection of underwear and loungewear under his eponymous brand for holiday.
“Even though it’s a very competitive classification, I still see a big opportunity to bring color, innovation and irony to the category.” Graham said.
The Nick Graham underwear collection will include conversational prints as well as core and fashion basics in microfibers, cotton spandex and combed cotton in vibrant colors. “We want to put the fun back into functionality,” Graham said.
The all-cotton loungewear will be offered in both wovens and knits and is designed to be worn both in and out of the house. Graham said he views this classification as one of the biggest opportunities since it blurs the lines between sleepwear and ath-leisure.
Loungewear is viewed as a big opportunity for the brand.
John Kammeier, president of NGL, the company that produces the collection, said, “Nick’s sensibility in these categories is somewhat legendary and I see a huge opportunity in the market for us. The reaction so far has been nothing but remarkable, and proves to us that there is still a void not being