Headlines

Box Launch

Kmart to host New York festivities for new Joe Boxer brand

Published

22 years ago

July 31, 2002

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Kmart Corp. (Troy, Mich.) will celebrate the launch of its newest exclusive brand, Joe Boxer, with a special event in New York on Thursday, Aug. 1, 2002.

Kmart chairman and ceo Jim Adamson and Joe Boxer founder Nicholas Graham (who also holds the title of and chief underpants officer) will lead a parade down Lafayette Street to the Kmart store at Astor Place on Lower Broadway.

At the front door of the store (which will be covered in giant boxers), Adamson and Graham will participate in a “waistband cutting” ceremony. That will be followed by a fashion show down the store's centralized escalators.

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