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...
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