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Briefs

Type of underpants and swimwear

  • 5 min read
  • 4 chapters
  • 5 labs on Lably

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History

Men's classic briefs were first sold on January 19, 1935, by Coopers, Inc. (now known as Jockey International), in Chicago, Illinois, at Marshall Field's department store. They dubbed the new undergarment the "Jockey", because it offered a similar degree of support as the jockstrap (one style of which is also called "jock briefs" or "support briefs"). The designer of the style was reportedly inspired by a postcard he had received from a friend visiting the French Riviera depicting a man in a very short, form-fitting bathing suit. Within three months of their introduction, 30,000 pairs were sold. In the United Kingdom, briefs were first sold in 1938. Shortly afterward, shops were selling 3,000 pairs of briefs per week.

In the 1960s, fashion underwear was introduced in the United States, and, after a period of decline, became more prominent in the 1970s as the belief that wearing fashionable underwear was less masculine declined. By the 1980s, men's fashion briefs became more popular in the United States. In 1985, they made up 25% of the men's underwear market, while they had almost no share in 1980. The Underoos and Funpals fashion brief brands for children were introduced around that time. According to Hanes marketing director John Wigodsky, women purchased fashion briefs for their husbands for aesthetic reasons, and therefore fashion briefs became more popular with men. In 1990, Tom Zucco of the Tampa Bay Times interviewed menswear sellers: one worker stated that about 50% of the underpants sold were white briefs.

During the 1990s to early 2000s, the popularity of men's briefs declined in the U.S. and boxer shorts became widely portrayed as the casual and masculine choice. However, starting in the mid-2000s, men's fashion trended in favor of more tailored clothing, with form-fitting underwear such as briefs having a resurgence in popularity for men, including newer styles such as boxer briefs.

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