File:Jockey Y-Fronts (12958311865).jpg

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On the 16 March 1940 Lane Walker Rudkin from Canterbury began marketing and manufacturing the Jockey Y-front for men. New Zealand was one of the first out of four countries to manufacture the iconic American brand. The first men's Y-Front brief was invented in 1934 by the Cooper Underwear Company, which used 'Coopers' in its marketing materials and called the underwear Jockey.

Jockey International Incorporated is a manufacturer, distributor and retailer of underwear, sleepwear for men, women, and children. The 138 year old company's products are available in 140 countries around the world and is located in Kenosha, Wisconsin, USA. In New Zealand, Jockey underwear is manufactured and sold by 'Jockey New Zealand'. Jockey New Zealand is an official sponsor of the 'All Blacks' and 'All Blacks Sevens', and is well known for its ads that include 'All Black' players.

Advertisements for Jockey Y-fronts in New Zealand newspapers in the 1940's were aimed at the Armed Forces. One such advertisement declared:

'Combining a civilian job with war work means extra strain …. and that's where Jockey comes in. On route march, field manoeuvres, drill, that exclusive Jockey Y-front supports important muscles, conserves vitality, saves fatigue! And won't you thank your stars for the slick fit, the clean cut comfort of Jockey - no bending, no bunching, no squirming though you march all day. Men's men are switching to Jockey for business, for work, for play. It's cool, it's sensible, it's magnificent. Three leg lengths and a choice of several summerweight fabrics.'

'Before you buy Jockey be measured that's the certain way to get the one Jockey size which fits you to perfection'.

(source: 'The Dominion', dated Thursday, October 1, 1942)

These images are from Archives New Zealand's collection of artwork from the New Zealand Railways Corporation publicity department, 1943. The newspaper ad quoted is also from the same collection.

Archives Reference: ABIN W3806/20 R18182570

For updates on our On This Day series and news from Archives New Zealand, follow us on Twitter www.twitter.com/ArchivesNZ

Material supplied by Archives New Zealand
Date
Source Jockey Y-Fronts
Author New Zealand Railways Department.
institution QS:P195,Q4787285
Permission
(Reusing this file)		 Attribution: Archives New Zealand, The Department of Internal Affairs - Te Tari Taiwhenua

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This New Zealand work is in the public domain in New Zealand, because its copyright has expired or it is not subject to copyright (details). According to the New Zealand Copyright Act of 1994 as elaborated on by the Standing Committee on Copyright of the Library and Information Association of New Zealand (LIANZA), as of May 2011:
Type of material Copyright has expired if ...
 A  For photographs, manuscripts, archives, music scores, maps, paintings, and drawings published anonymously, under a pseudonym or the creator is unknown: photo taken or work published prior to
1 January 1974 (50 years ago)
 B  Any works by the Crown (see Crown copyright) dated 1944 or earlier
 C  Published works1 by the Crown after 1945 No works1 until 2045
 D  For photographs, manuscripts, archives, music scores, maps, paintings, and drawings (except A-C) Creator died before 1 January 1974 (50 years ago)
 E  For oral histories, music, computer-generated work and spoken word sound recordings Released before 1 January 1974 (50 years ago)
 F  Published editions2 Released before 1 January 1999 (25 years ago)

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current21:36, 8 September 2016Thumbnail for version as of 21:36, 8 September 201612,062 × 4,662 (27.43 MB)Vanished Account Byeznhpyxeuztibuo (talk | contribs)Transferred from Flickr via Flickr2Commons

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