Jockey International Unveils New Brand Icon on its 130th Birthday

KENOSHA, Wis., June 21 /PRNewswire/ -- 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."

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(R) 3D Innovations(TM), 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." These two symbolic elements are combined to form a spiral or barrel vault, a design that illustrates the universal ratios found throughout nature that Jockey designers are using as inspiration for prints and patterns.

"Three vines of life were chosen purposefully," says Herbert. "People from all cultures associate the number three with the triads of spirit-mind-body, art-science-religion, and past-present-future." Inspired by nature and ageless mathematical principles, the icon is a symbol of the future, Herbert concludes.

The new swirl icon embraces both the brand's heritage of comfort and its growth into the future.

"Even though we are celebrating our 130th birthday, we are not slowing down," says Emma. "We're moving full speed into new countries, new channels and new ways of satisfying the human need for comfort. We remain firmly rooted in our heritage of service, quality and comfort, and we are continually evolving-moving into tomorrow's world."

Jockey's new global icon can be found on Jockey products (such as the 3D Innovations(TM) waistband), apparel hang-tags, online at Jockey.com and on brand marketing materials that are available around the world.

Jockey International, Inc. is a privately held company, founded in 1876 by Samuel T. Cooper, a retired minister who wanted to help lumberjacks suffering from blisters and infections caused by their shoddy wool socks. Consumers learned they could trust him, and his tiny hosiery business grew and then expanded into underwear. Today, Jockey International, Inc. is a leading manufacturer and marketer of comfort apparel products sold in major department and specialty stores across the country. The products are also available in over 120 countries around the world. Located in Kenosha, Wisconsin, the 130- year old company is committed to quality, comfort, fashion, innovation and value. As Jockey grows in size and sophistication, the simple commitment to serve its consumers' needs continues to be the company's hallmark. Visit Jockey at http://www.jockey.com/