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Home » Campaigns » Jockey celebrates 141-yr legacy with a unique pop-up museum

Jockey celebrates 141-yr legacy with a unique pop-up museum

By M4G Bureau - September 05, 2017

The brand started an initiative to showcase its brand in Bengaluru which will be followed by a similar initiaiive in Mumbai

Jockey launched a unique pop-up museum to bring alive its legacyat The Courtyard - Phoenix Marketcity, Bengaluru. The pop-up museum was designed to celebrate the history of Jockey and relive its incredible journey by bringing alive key milestones such as the invention of the brief in 1934, the revolutionary Y-front design of 1935, the ‘Cellophane Wedding’ in 1938 which was the world’s first fashion show for innerwear, the very 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.

Expressing his gratitude on the occasion, Sunder Genomal, Managing Director, Page Industries Limited said, “We are extremely delighted to unveil our #ThereIsOnlyOne pop-up museum to celebrate our incredible journey. Jockey’s success rests on our experience as a heritage brand, our pioneering spirit and our feel for trends. As a brand we’ve stood for excellent materials and the finest workmanship, as well as special attention to detail and perfect fit. For the last 141 years, Jockey has been an iconic brand that is built on the trust of our consumers and thus we're thrilled to offer them the unique opportunity to experience the brand’s evolution in an exciting and engaging way.”

The Jockey pop-up museum will also be held in Mumbai from September 8-10, 2017 at High Street Phoenix, Lower Parel.

 

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