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The inside story

Saturday, September 09, 2017

The world’s most-recognized innerwear brand Jockey launched a unique pop-up museum at High Street Phoenix to bring alive its legacy. Walking down memory lane of the Jockey museum was Kriti Sanon, Kriti Kharbanda and Rhea Chakraborty. The lovely ladies were seen gushing at the history of innerwear pioneered by Jockey over the past century. They learnt of the invention of the brief in 1934, revolutionary Y-front design of 1935, ‘Cellophane Wedding’ in 1938 which was the world’s first innerwear fashion show, the first innerwear TV commercial in 1958, the special line of underwear created for NASA’s Apollo mission in 1962, introduction of the first men’s bikini brief in 1969, pioneering the use of box packaging for innerwear in 1972, the first-ever innerwear fashion show in India in 1995 and many more. This year also marks 70 years since Jockey stitched the brand name on the waist band of their innerwear.

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