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Provocative push set for Big Headed boxers; Privately funded print effort to tout skivvies billed as cross between Joe Boxer and Calvins.

Publication: Advertising Age
Publication Date: 01-SEP-03
Format: Online
Delivery: Immediate Online Access
Full Article Title: Provocative push set for Big Headed boxers; Privately funded print effort to tout skivvies billed as cross between Joe Boxer and Calvins.(News)

Article Excerpt
Byline: ALICE Z. CUNEO

Big Headed Boxers, an audacious line of men's underwear with a red tape measure-like strip hidden inside the fly and a condom pocket sewn into the waistband, were exposed to retail buyers last week at MAGIC, the Los Vegas apparel show.

"They're a cross between Joe Boxer and Calvin Klein,'' said Los Angeles entrepreneur Keith Davis, chairman-founder of Big Headed Inc., of the shorts he's trying to sell to men 18 to 35 through department stores this fall for the premium price of $18 to $22 a pair. "The industry is hungry for...

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