Global innerwear brand Jockey is an innovation powerhouse. Launched in 1935, Jockey invented the now ubiquitous Y-front men’s briefs and became the first brand ever to stitch its company name onto the underwear waistband. Since the brand’s revolutionary beginnings, Jockey has expanded across the globe, offering men and women radically comfortable yet effortlessly stylish undergarments to sleep, work and lounge in.
Now, Jockey is turning its attention to the burgeoning eco-conscious segment, to inject sustainability into all aspects of its innerwear business. Jockey searched far and wide, and instantly fell in love with the benefits of our TENCEL™ branded modal fibers, from proven sustainability guarantees, to barely discernible feel on skin, resulting in an ultra-comfortable eco-friendly product. TENCEL™ Modal fibers were a game changer for Jockey and are now used in a wide range of innerwear products including trunks, briefs, boxers and undershirts, in a move the brand sees as a crucial stepping-stone towards a sustainable future.
Determined to spread their sustainability message across the globe, and champion the use of sustainable fibers like TENCEL™ Modal fibers, Jockey joined forces with the TENCEL™ brand for a global co-branding campaign like no other. United by a goal to inspire comfort from within, the Jockey x TENCEL™ brand campaign launched with a long form feature article in Vogue Australia in late 2019. Featuring Jockey x TENCEL™ brand’s collaborative 2020 innerwear collection, the article showcased the benefits of TENCEL™ Modal fibers including soft touch on skin, breathability and, of course, sustainable guarantees like biodegradability and the use of sustainably sourced wood.
Now Jockey and the TENCEL™ brand are broadening their horizons to China and Indonesia with Phase 2 of the collaborative campaign. Set to launch this December, Phase 2 will explore what comfort, confidence and sustainability means in 2020, as the world embraces working from home, showcasing the benefits of Jockey x TENCEL™’s underwear and loungewear with informative articles published in Cosmopolitan magazine. To augment editorial content, Jockey and the TENCEL™ brand also created a global video, set to launch as part of Phase 2, highlighting how editors and influencers, who are redefining comfort from within, are staying productive whilst living more comfortably and sustainably from home. Jockey and the TENCEL™ brand don’t plan to stop there with sights already set on expanding to more regions for Phase 3 in 2021.
The Jockey x TENCEL™ brand co-branding campaign forms a key part of the TENCEL™ brand’s global #FeelsSoRight campaign, designed to drive evolutionary change in the fashion and textiles industry. The #FeelsSoRight campaign has already reached over 40 million viewers, and with Jockey’s support, it will undoubtedly spread the message of sustainability to even more eco-conscious consumers across the world.