Nick(it) is a new line of young men’s fashion created for JCPenney Department Stores by the man behind Joe Boxer, Nick Graham. Nick is also known as the Lord of Balls. Like its creator, the Nick(it) line is inspired by the more absurd side of the British sensibility. The core of the marketing effort is the website, called the Embassy of Style. Each room, or Ministry, within the Embassy contains a different form of content – games, videos, histories, etc – soaked through and through with the particular flavour of the brand.