On January 19, 1935, the world of men’s underwear changed forever. For thousands of years, it had been a fairly static area of technological development. There had been the loin-cloth, going commando, and the revolutionary introduction of the cod-piece, each of which ultimately faded away. By the early twentieth century, men’s mostly wore simple shorts under their pants, or in colder climes perhaps a full-body union suit.. But in 1935, one man had a brilliant idea for tight-fitting underwear with no leg coverage at all: briefs.
Arthur Kneibler, a designer (sometimes referred to as an “apparel engineer”) for Coopers Inc., a hosiery and undergarment manufacturer in Wisconsin, had the first idea for briefs upon receiving a postcard from a friend in Europe. It showed a man wearing “bikini-style” bottoms as a swimsuit. Kneibler sensed an opportunity to translate this style into everyday wear and quickly designed what would become the distinctive brief, or tighty whitey. They fit snugly, and perhaps their most appealing feature was the y-shape opening that allowed for easy access while visiting the bathroom.
On January 19, 1935 Coopers Inc. first put the briefs up for sale at the Chicago department store Marshall Fields, where, despite there being a major snowstorm going on, they sold out on the first day. Dubbed “jockeys” due to their similarity to the athletic jock-strap, they provided men with support, but were convenient to wear during both athletic and everyday activity. Their appeal was strong enough that Coopers Inc. sold thirty thousand pairs in the first three months. They soon changed the name of the company to Jockey and dominated the world men’s and ladies’ undergarments for rest of the century.