Underwear is not usually the most visible part of an outfit, but it can determine how comfortable you feel throughout the day. Get the fit wrong and you will notice it every time you sit, walk or train. Get it right and it quietly provides the support, breathability and freedom of movement you need. That everyday role helps explain why Jockey has remained a familiar name across generations. In 2026, the brand celebrates its 150th anniversary globally, alongside 75 years of manufacturing and distributing its products in South Africa.
Rather than treating the milestone as an exercise in nostalgia, Jockey is using it to show how one of the oldest names in underwear continues to adapt to changing expectations around comfort, performance and fit.
From Socks to a Global Underwear Brand
Jockey’s story began in the United States in 1876, when the business initially produced socks. It later expanded into underwear and apparel, eventually becoming one of the most recognised names in the category. Over the following century and a half, fashion, technology and everyday life changed dramatically. The garments people wore closest to their bodies had to evolve with them.
Consumers began expecting more precise fits, lighter fabrics, better support and greater freedom of movement. Underwear also had to perform across increasingly varied lifestyles, from long hours at work and frequent travel to gym sessions and weekends spent on the move. Jockey’s challenge has been to respond to those demands while retaining the qualities that helped build the brand in the first place.
“Generations of South Africans have grown up knowing and wearing Jockey. But longevity alone isn’t enough,” says Nombuso Ncapai, marketing manager at Jockey South Africa. “To remain relevant, you have to keep listening, learning and evolving with your consumer while protecting the values that made them trust you in the first place.”
How the Meaning of Comfort Has Changed
Comfort once referred mainly to softness and a garment that did not restrict movement. Today, the definition is far more demanding. Men expect underwear to offer reliable support without feeling restrictive. Fabrics need to breathe, manage moisture and hold their shape. Waistbands should stay in place without digging into the skin, while seams and construction need to minimise irritation.
For Jockey, meeting those expectations has meant continually refining how its products are designed and made. That thinking sits behind the brand’s 150th anniversary platform, Crafting Comfort. “For us, Crafting Comfort is about more than making something soft or comfortable to wear,” says Ncapai. “It is about continually improving fit, fabrication, construction and functionality to solve real needs for consumers.”
The emphasis on craftsmanship is important because the most effective underwear innovations are not always obvious at first glance. They can be found in the position of a ventilation panel, the shape of a supportive pouch, the stretch of a fabric or the way a waistband responds to movement.
Why Jockey’s Local History Matters
While Jockey’s roots are international, the anniversary also has a significant South African chapter.
The brand has been present in the country for 75 of its 150 years and operates locally under the Ninian and Lester group. According to Jockey South Africa, its products have been manufactured and distributed locally for more than seven decades.
That history represents more than products appearing on store shelves. It includes local manufacturing, skills development and employment, as well as the ongoing work of producing garments for South African consumers.
“Being part of South Africa for 75 years is something we are incredibly proud of,” says Ncapai. “Jockey has not simply been sold in this market. We have built a business here, manufactured locally and been part of the livelihoods of South African families over many decades.”
That combination of global heritage and local relevance has helped the brand remain present in South African wardrobes despite significant changes in retail, fashion and consumer behaviour.
Inside the Jockey 150th Anniversary Edit
To commemorate the milestone, Jockey has created a limited-edition 150th Anniversary Edit designed to tell the story of the brand’s development through its products. The collection brings together pieces representing different periods in Jockey’s history. Core essentials and familiar silhouettes acknowledge the styles that helped establish the company’s reputation, while newer products demonstrate advances in fit, fabrication, construction and performance.
Jockey has deliberately avoided making the Edit a purely retro collection. Selected elements draw inspiration from its archive, but they have been reinterpreted using contemporary fabrics and updated designs. “The Anniversary Edit is ultimately a story of progression,” says Ncapai. “It taps into a renewed appreciation for heritage and archival design, with selected elements referencing Jockey’s history while being reinterpreted through contemporary fabrics, fits and construction.”
The result is a collection that looks backwards without getting stuck there. It celebrates the brand’s history while showing how seemingly simple wardrobe essentials can continue to change.
A Closer Look at the VentraCool Air Mid Leg Trunk
One of the men’s styles featured on Jockey’s anniversary page is the Jockey VentraCool Air Mid Leg Trunk, which is also the blue pair pictured in the campaign image. Designed for movement and high-performance comfort, the trunk uses DUAL VENT technology and targeted mesh cooling zones to improve airflow. It also features a supportive sport pouch, anti-odour technology and StayCool+ moisture-wicking technology to help the wearer remain cool and dry.
The body is made from a blend of 90% recycled polyester and 10% elastane, giving it stretch while maintaining a close fit. Its mid-leg cut provides more coverage than a short-leg trunk, making it suitable for men who prefer additional support around the thighs.
The VentraCool Air Mid Leg Trunk is listed in Jockey Blue and retails for R399.95 at the time of publication. It is a useful example of what the Anniversary Edit is trying to communicate. The branding and essential function remain recognisably Jockey, but the ventilation, moisture management, recycled fabric and sport-focused construction reflect what modern consumers now expect from performance underwear.
Looking Ahead to the Next 150 Years
Although the anniversary gives Jockey an opportunity to revisit its history, the brand says its focus is firmly on what comes next.
New textile technologies, digital commerce and increasingly fluid lifestyles are continuing to reshape the apparel industry. The distinction between workwear, leisurewear and performance clothing has also become less rigid, requiring everyday garments to work across more situations.
“Reaching 150 years is an extraordinary milestone, but we don’t see it as a finish line,” says Ncapai. “Our challenge is to take everything consumers have trusted us for, including comfort, quality, fit and craftsmanship, and continually find new ways to make those things meaningful for the next generation.”
After 150 years, that may be the clearest explanation for Jockey’s staying power. The brand has kept its focus on a basic human need, but it has not assumed that the meaning of comfort will remain unchanged.
Where to Buy the Jockey 150th Anniversary Edit
The Jockey 150th Anniversary Edit is available from September 2026. Visit the Jockey 150th Anniversary Edit online to explore the collection
