![](https://nzhistory.govt.nz/files/march-16-1940-jockey.jpg)
‘If old-fashioned underwear makes you squirm, switch to Jockey.’ That was the pitch from clothing manufacturer Lane Walker Rudkin when it began marketing the Jockey Y-front to New Zealand men on 16 March 1940.
![](https://nzhistory.govt.nz/files/styles/fullsize/public/images/fernside-war-memorial.jpg?itok=qLWgXJyc)
Fernside Memorial Hall NZHistory, New Zealand history online
Old fashion y fronts 100 cotton
Jockey
![](https://peterburtons.co.nz/cdn/shop/products/9982_47471_10735_1024x1024@2x.jpg?v=1630661089)
Jockey Y-Front Brief – Peter Burton's
![](https://nzhistory.govt.nz/files/images/1st-contingent-karori.jpg)
First Contingent leaves Karori NZHistory, New Zealand history online
![](https://nzhistory.govt.nz/files/images/charles-heaphy.jpg)
Charles Heaphy NZHistory, New Zealand history online
![](https://newmarket.co.nz/wp-content/uploads/sites/7/2020/10/SGD1314_2019082834835244_20190827070706-2.jpg)
Jockey prepares for Tokyo at New Zealand Fashion Week
![](https://nzhistory.govt.nz/files/images/hadfield-group.jpg)
Birth of an Olympic rowing tradition
![](https://www.cooneys.co.nz/cdn/shop/products/JockeyClassicY-Front_BriefTanM41635_TAN_2Pack_1024x1024.jpg?v=1628571375)
Jockey Y-Front Briefs 2 Pack-Tan – Cooneys Clothing & Footwear
![](https://nzhistory.govt.nz/files/styles/fullsize/public/images/asher-brothers.jpg?itok=V9XrNd6R)
Albert and Ernest Asher NZHistory, New Zealand history online
![](https://0.academia-photos.com/attachment_thumbnails/38180208/mini_magick20180818-12984-nv67hq.png?1534616152)
PDF) Towards a Framework of Deep Diversity: Identity and
Experience the ultimate in comfort with Jockey's classic Y-front briefs. Made from 100% cotton, they offer natural breathability to keep you cool and
![](https://www.farmers.co.nz/INTERSHOP/static/WFS/Farmers-Shop-Site/-/Farmers-Shop/en_NZ/product/67/79/209/6779209_00_W1200_H1565.jpg)
Jockey Y-Front Brief, 2-Pack, Navy & Blue
![](https://bras.nz/wp-content/uploads/2017/01/M09014_A33_3.jpg)
Jockey Classic Y-Front™ Brief –