Jockey showcases 135 years of design innovation

Jockey Underwear celebrated 135 years in the industry with its first International Catwalk show in London, UK, last week.

Members of Europe’s fashion elite and media were in attendance to observe the brand head back to its roots, showcasing heritage pieces from when the company began in 1876, right through to a preview of some of Jockey’s most innovative collections for A/W 2011.

Host, GQ Editor Dylan Jones, presented product highlights from throughout the 135 years of Jockey Underwear, from its beginnings with predecessor Samuel T Cooper to the space underwear created for NASA and the 3D Innovations collection of today.

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Stylish choreography and music selections were utilised to demonstrate the movement of Jockey through the eras.

New collections were also revealed within the show, previewing the latest USA Originals range, featuring products encapsulating the ‘American Way of Life’, the Urban Luxury range and Countryside range, including pieces representing the outdoors of North America.

Jockey Europe product director Jens Noll was on hand to discuss the inspiration behind the new collections for A/W 2011 and was joined by other representatives of the brand from Europe to the U.S.

Jockey marketing manager Ruth Stevens said: “This is a really exciting time for us. The catwalk show was an opportunity to showcase the brand’s heritage and demonstrate how Jockey has kept at the forefront of product design and innovation whilst maintaining its position in the industry.”

View images from the event here.



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