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Jockey International reveals new brand icon

21
Jun '06
Jockey International Inc, inventor of the world's first brief, is celebrating its 130th anniversary with the unveiling of a new brand icon.

The new icon recognizes Jockey's continued commitment to product development and revolutionary comfort and is the first new brand symbol in over half a century.

"Jockey's new swirl icon is a symbolic representation of the science and math that we are applying in our product development to raise the bar on our 130-year-old commitment to comfort," explains Ed Emma, President and Chief Operating Officer.

"Through body-scanning technologies and cutting-edge fabrications, we are creating best-in-class apparel for consumers and generating positive results for our retail partners and our brand," Emma added.

Jockey is employing state-of-the-art body-scanning techniques to yield insights into the anatomical measurements and movements of the human body. Jockey's first products to integrate this research include Jockey 3D Innovations, a men's underwear collection introduced this year with a signature red waistband, signifying innovation and featuring the new icon. For women, Jockey is applying the anatomical learning to its Bra Collection.

Along with the alignment of math and science, the new icon symbolizes the brand's global reach and pursuit of unity and harmony, according to Victor Herbert, Chief Creative Officer, who oversaw the icon's design.

"The ring in the center is a universal symbol for unity," explains Herbert. "The seeds of life, which emanate from the ring, are the universal symbol for fertility and were chosen to represent renewal. Jockey has a heritage of innovation, and we are carrying ourselves forward in the spirit of renewal."


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