Jockey's Panty Raid

There are a few products that have an unmistakably masculine identity: Old Spice cologne and Bull Durham pipe tobacco, for example. Another is Jockey briefs. Thus an unsuspecting shopper who picks up the newest pair of Jockeys might be startled to find briefs that sport a daintily sculpted waistband and distinctly feminine styling. Another symbol of macho marketing has fallen.

Jockey International, which began making men's underwear in 1876, is now planning to offer undergarments for women. The company claims that the move is logical because women are already loyal to the brand since they buy at least 70% of the shorts worn by their husbands or sons. Like men's briefs, Jockey For Her panties will be made of no-shrink cotton. None of that lacy, silky stuff. Jockey President Howard Cooley says the product will be "very feminine, even if it's not highly sensual."

The initial response to Jockey For Her briefs has been so successful that the company has decided to skip test marketing and introduce them beginning in November in Milwaukee, Dallas and Los Angeles. Jockey is considering whether to have a famous female athlete or celebrity model the new product, just as Baseball Star Jim Palmer poses for the male briefs.

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