Home / Knowledge / News / Apparel/Garments / Jockey to celebrate the 75th anniversary of the Brief
Jockey to celebrate the 75th anniversary of the Brief
03
Oct '09
Imagine a world where boxer shorts and union suits are the only styles of men's underwear. That was the case until 1934, when the Jockey Brief -- the world's first men's brief -- was invented. At the time, this new garment was ground-breaking, innovative, revealing, and even daring. This year, Jockey proudly celebrates the 75th anniversary of the Jockey Brief, a garment that dramatically changed the landscape for the men's underwear category and continues to be one of the most dominant styles of underwear today.

"Jockey has had many innovative firsts in the company's 133-year history, but none more significant than the invention of the Jockey Brief," says Ed Emma, chief operating officer, Jockey International, Inc. "Today Jockey continues to be an industry leader offering men and women a full array of apparel styles -- including the brief -- sold in more than 120 countries around the globe."

The inspiration for the Jockey Brief came in 1934, when Coopers, Inc. (a then-popular U.S. underwear company) executive Arthur Kneibler received a postcard from the French Riviera depicting a man wearing a bikini-style swimsuit. In this photo, Kneibler saw an opportunity for a new and somewhat risque design of men's underwear, and the brief was soon invented. The garment was called the Jockey Brief, because of its jock strap-like functional benefits, which would offer its wearers more comfort and masculine support than other undergarments available at the time.

The very first Jockey briefs were sold on January 19, 1935 at the Marshall Field & Co. store in Chicago. Despite blizzard conditions on the day of its launch, the new-fangled underwear was such a sensation that the entire stock was depleted before noon. In the following week, 12,000 pairs were sold, and the Jockey Brief was on its way to its place in history. In fact, the Jockey Brief was in such demand that the company secured an airplane dubbed the Masculiner to more rapidly distribute the garments to eager retailers.

The Jockey Brief proved to be so popular and ubiquitously known for men's underwear that, in 1971, the company Coopers, Inc. adopted the Jockey brand name as its own.

75 Years Later . . .
Despite the age-old question of boxers vs. briefs, the brief remains one of the more popular styles in men's underwear. In fact, according to a December 2008 report by NPD Group, one in every four pairs of men's underwear purchased today is a brief. To meet an increasingly diverse range of men's fit and fashion preferences, Jockey International, Inc. continues to expand its collection of briefs and other undergarments to provide a wide variety of styles, fabrications and colors to best fit men's needs, body types and personalities.

As the men's underwear category has evolved, the classic brief has inspired a variety of silhouettes, including the low-rise brief, the trunk and the boxer brief. Innovations in fabrications, including the use of spandex, lyocell and mesh have added to the versatility of this garment. In addition, new color introductions have been in high demand by men looking to spice up their underwear drawer.


Must ReadView All

Apparel/Garments | On 26th Jun 2017

GSTN registration reopens

E-commerce operators and TDS (tax deducted at source) deductors can...

Textiles | On 26th Jun 2017

Expedite release of ROSL pending claims: TEA to Centre

The Tiruppur Exporters' Association (TEA) has again urged Union...

Textiles | On 26th Jun 2017

'Export promotion schemes to continue under GST regime'

The export promotion schemes will continue under GST regime, said...

Interviews View All

Sanjay Yagnik
Maa Tex Speciality

‘We suggest reducing dosage of sizing chemicals to reduce sludge...

Abhimanyu Singh Rathore & Barbara Anna Kosiorek
Kannbar

‘Blending cultures is the true beauty of fashion, where one’s imagination...

Rashi Menda
Zapyle

Every fifth sale we make on Zapyle is a repeat purchase

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Kerem Durdag
Biovation II LLC

Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Sonam & Paras Modi
SVA

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

news category


Related Categories:
July 2017

July 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search