October 1, 2009
‘Tighty-whitey’ Jockeys turn 75
Tame as they may seem by today's standards, Jockey's
tighty-whitey men's briefs caused quite the stir when they first came ut 75 years ago, the company says.
Imagine a world where boxer shorts and union suits are the only styles of men's underwear, the Kenosha, Wis., company said in a release.
That was the case until 1934"¦. This new garment was ground-breaking, innovative, revealing and even daring.
Arthur Kneibler, an executive at a U.S. underwear company called Coopers Inc., got the idea for the briefs when he saw a postcard from -- where else? -- the French Riviera showing a guy wearing a bikini-style swimsuit.
A bit risque, and functional too, he thought: The original, with its jock strap-like functions -- hence the name -- would offer wearers more comfort and
masculine support than other undergarments available at the time, Jockey says.
Though invented in 1934, the first pair of Jockeys sold at the Marshall Field & Co. store in Chicago Jan. 19, 1935. The entire stock sold out before noon, despite a blizzard that day.