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Nick Graham

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  • Worldwide
  • Retail
  • 134 West 37th Street. 4th Floor. New York, NY 1008
  • Active
  • Chuck Hellman; President; Founder and CEO Nick Graham
  • menswear
  • Nick Graham is a mix of tradition, attitude and pure fun.
  • Wotldwide
  • Nicholas Graham

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Summary

Nick Graham established his eponymous menswear brand in 2014. The fashion brand designs menswear for what Graham call the “Perennial Millennial” for men looking for updated alternatives to traditional menswear.

Vision

Nick Graham’s vision for his eponymous fashion brand stems from a desire to revolutionize menswear by addressing the frustrations many men face when seeking stylish, modern clothing. Launched in 2014, the luxury menswear brand emerged in response to a market that often lacked creativity, accessibility, and versatility in men’s fashion. Graham recognized that contemporary men wanted more than just the basic, traditional wardrobe staples—they sought clothing that reflected their dynamic lifestyles and personal style. His vision was to provide innovative, fashion-forward choices that would empower men to dress with confidence while expressing their individuality.

At the core of Nick Graham’s vision for the brand is the concept of the “Perennial Millennial,” a term he coined to describe his target consumer—men who, regardless of age, embody a youthful spirit and an appreciation for modern trends without sacrificing sophistication. This consumer is fashion-conscious but practical, seeking pieces that blend style, comfort, and functionality. By offering a range of tailored suits, casual wear, and accessories, Graham speaks to men who are looking for a transition between professional attire and more relaxed clothing. His designs often feature bold patterns, unexpected details, and playful elements, adding a fresh twist to menswear classics while maintaining a sense of refinement.

By blending traditional tailoring with contemporary designs, Graham offers a solution to the stagnant state of menswear, providing men with the tools to cultivate a personal style that reflects both their ambition and individuality. His vision is to democratize fashion for men, making it easier for them to embrace trends and experiment with new looks while maintaining a timeless sense of confidence.

Mission Statement

Nick Graham’s mission focuses on making menswear accessible, expressive, and modern, while breaking the traditional boundaries of how men dress. Graham’s goal is to offer men a fresh alternative to conventional menswear by creating designs that are both playful and sophisticated, without compromising on quality or style. His brand seeks to provide men with the tools to feel confident in their clothing choices, no matter the occasion, by offering a balance of classic tailoring and contemporary aesthetics. By injecting fun into formalwear and everyday attire, Nick Graham challenges the notion that men’s fashion should be limited to rigid rules or repetitive styles, making fashion more adventurous and approachable for the modern man.

In addition to providing modern fashion solutions, the brand mission emphasises inclusivity and affordability, ensuring that men of all ages and backgrounds can access high-quality, stylish apparel. Graham believes that fashion shouldn’t be exclusive to high-end boutiques or prohibitively expensive, and his collections reflect this belief by offering well-made, fashion-forward pieces at an attainable price point. His mission is not just to empower men to express themselves more freely and confidently through what they wear, enabling them to feel both stylish and comfortable in their own skin. Through this approach, Nick Graham’s brand aims to redefine men’s fashion by prioritizing individuality, accessibility, and self-expression.

History

Nicholas Graham was fascinated with fashion design from a young age. At sixteen, he purchased a sewing machine at a church auction in Alberta and, with the help of Elizabeth Sebbelov, taught himself how to sew. On graduating high school, he traveled to Europe and spent six months creating dresses for the tourist segment in Naxos, Greece, following which he shifted to Stockholm and then London where he continued to explore fashion and art. Graham returned to Vancouver, Canada in 1979, where he created the company Electricity Design with Maria Goldinger, designing futuristic architectural clothing.

The duo shifted to San Francisco in 1980, and launched a neckwear and accessory brand titled “Summ”. Their involvement in the punk movements inspired his alternative design and marketing instincts, which would later prove to be the key to his runaway success. Operating Summ out of their San Francisco loft, and retailing skinny neckties to specialty stores and Macy’s San Francisco, Graham hit the jackpot when Macy’s liked the fabrics the company was producing, and asked them to make underwear with them, and Joe Boxer was born.

The design sensibility was one of irreverence and style and the brand began designing a line of boxer shorts in creative designs, notably Imperial Hoser — the red tartan boxer with a detachable raccoon tail. Among his popular marketing strategies were flying New York fashion editors to Iceland for a runway show, purchasing the title Lord of Balls from Manorial Society of Great Britain and creating glow-in-the-dark underwear. Graham’s official title at the company was Chief Underpants Officer and he once dressed up as the Queen of England for a marketing stunt in Times Square!! He also made headlines when he designed underwear silk-screened with US$100 bills which The United States Secret Service confiscated because the imprints were reportedly in violation of anti-forgery laws.

Irreverence aside, Nicholas Graham won the Woolmark award for menswear in 1990 and was accepted into the Council of Fashion Designers of America the following year. In 1995, the company added women’s brand “Joe Boxer Girlfriend” and in two years added “Joe Boxer Jeans” with a license to VF Corp. In 1999, the company added active wear and swimwear. However, over-expansion led to its downfall and Graham sold a majority of the stake to Windsong Allegiance Group in 2000. After operating at department store channels for two years, Windsong and Graham licensed the brand to Kmart Corporation in Detroit. By 2001, faced with critical debt, the brand was sold to Windsong Allegiance. Today, it is owned by Iconix Brand Group.

In 2012, Graham moved to New York City and began developing his eponymous menswear label, which was launched online the following year and subsequently expanded into department stores. The brand launched with shirts, neckwear and accessories in a black and white palette and progressed to wider spectrum and a full menswear collection. Of note were polka dot and floral button-down shirts and 3D-printed tie clips, bracelets, and cufflinks. Graham often said his target was a segment he described as Perennial Millennials i.e. men with no specific age or income level, but who want their wardrobe to make a statement. Iconix Brand Group invested in the company and continues to be a shareholder today, with Chuck Hellman as President.

In July 2015, Graham did his first show for the brand as part of New York Men’s Fashion Week. In January 2016 he collaborated with National Park Service for its hundredth anniversary and staged “Men in their Natural Habitat” fashion show, for which he removed all the seats, replacing them with pine trees and placing the models in a forest for the audience to discover! In July 2016 Graham staged his “Our Men in Havana” collection in tribute to pre-revolutionary Cuba. The brand continues to do brisk business till date attributing its success to pioneering creative designs. In January 2020, the designer partnered with Global Brands Group Holding Limited on a joint venture to manufacture, distribute and market ‘Airband’, a new collection of health and wellness products designed by Graham. And, in 2021, he launched ‘SpaceOne’, a digital apparel outlet with a space-faring aesthetic.

Awards and Recognition

  • International Woolmark Prize (1990, 1991)
  • Men’s Fashion Association MARTY Award (1991)
  • Golden Shears Award (1991)
  • MIRA Award (1992)
  • CLIO Award (Joe Boxer website, 1995)

Products and Services

Nick Graham’s products, collections, and services are designed to offer a fresh, innovative approach to men’s fashion, combining classic menswear elements with modern, playful designs. His product portfolio includes tailored suits, dress shirts, outerwear, casual wear, and fashion accessories that cater to men who want versatility and style in their wardrobes.

The menswear brand’s hallmark lies in its ability to reimagine traditional menswear staples, such as suits and ties, by incorporating bold patterns, vibrant colors, and unexpected details. This approach appeals to the fashion-forward man who seeks to stand out while maintaining a polished and professional look. Each piece reflects Graham’s belief that menswear can be both sophisticated and fun, allowing men to embrace a more expressive and personal style.

Nick Graham’s collections are often inspired by an effortless combination of global fashion trends and a modern, youthful spirit. His seasonal collections, such as those for spring summer and fall winter, showcase apparel that transitions between formal and casual wear. Tailored suits feature slim cuts and creative designs, while casual pieces, including printed shirts and smart blazers, provide a relaxed yet stylish alternative for everyday wear. Accessories such as ties, pocket squares, and socks are often enhanced with playful motifs and vibrant colors, adding a distinct edge to formal looks. Through this balance of modernity and tradition, Nick Graham’s collections cater to men who want to experiment with their style without compromising on sophistication or elegance.

Beyond products, Nick Graham emphasizes convenience by providing a seamless online shopping experience, ensuring that customers can browse and purchase items with ease. Additionally, the brand maintains a strong connection with its consumers through social media engagement and fashion advice, ensuring that men feel supported in their style journey. By offering both innovative products and a customer-centered approach, Nick Graham’s brand provides a comprehensive, modern solution for today’s fashion-conscious man.

Key Team

Chuck Hellman is President, reporting to Founder and CEO Nick Graham.

References