By  on October 17, 2013

Taking a cue from L’Oréal’s self-satisfied tag line, the motto for Nick Graham’s new men’s wear brand is “Because he can.”

The tongue-in-cheek tone is signature Graham, who as the founder of Joe Boxer dubbed himself chief underpants officer and once dressed up as the Queen of England for a marketing stunt in Times Square. A serial entrepreneur, this latest launch is the first time Graham is using his own name on a fashion label.

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