Introduction of Men’s Briefs by Coopers Inc.

On January 19, 1935, Coopers Inc., which would later become known as Jockey International, revolutionized the male underwear market with the introduction of the world’s first men’s briefs. This event marked a significant shift in men’s fashion and comfort, leading to widespread changes in underwear design and preference.

Background

Prior to the introduction of briefs, men’s underwear was primarily limited to long and bulky types, such as long johns or traditional knee-length drawers. These designs primarily focused on full coverage and thermal insulation rather than user comfort and support.

Development of the Briefs

The concept of the men’s brief was a brainchild of Arthur Kneibler, a designer at Coopers Inc. in Kenosha, Wisconsin. Inspired by a postcard from a friend who was vacationing at the French Riviera, Kneibler envisioned an undergarment with all the support of an athletic supporter and the freedom of movement absent in traditional designs.

Features and Launch

The new briefs, also referred to as “Jockey shorts,” featured a Y-shaped front and an elastic waistband, offering both support and ease. They provided a marked contrast to the restrictive underwear available at the time. The launch took place at Marshall Field’s department store in Chicago, creating an instant sensation.

Market Impact

On the day of their release, Coopers Inc. sold out all 600 pairs of its initial stock within hours, showcasing a clear demand for this new style of men’s underwear. The immediate success prompted Coopers to increase production, and briefs quickly gained popularity across the United States.

Historical Significance

The introduction of men’s briefs by Coopers Inc. is considered a pivotal moment in the evolution of undergarments, setting the stage for today’s diverse range of underwear styles. This innovation not only redefined men’s intimates but also shifted expectations around comfort and functionality in clothing.

Aftermath

Following the success of the briefs, Coopers Inc. rebranded itself as Jockey in the 1940s, cementing its association with innovative underwear solutions. The brand continues to be a significant player in the global apparel market, constantly evolving to meet changing consumer demands.