The brief was born in 1934, when a company called Coopers Inc. (later Jockey) created a new type of underwear. Inspired by the snug fit of a men's swim brief, they introduced the "Jockey" to the market. #UnderwearHistory

Tyler Lough, 2009. Jockstrapped.
From our vaults, 25 years of iconic muscle, sweat, and sex appeal.

#TylerLough #Jockstrap #Throwback #25thAnniversary #MuscleModel #UnderwearHistory #InternationalJock #TBT #VaultDrop #MenInJocks #2009Vibes #LockerRoomLook #OGStud #ThrowbackStyle #JockLife

A half-page magazine ad for Jockey International Skants. The left side of the ad is back text on a white background in bold all-caps type that says "What the well undressed man is wearing this year. Jockey International Skants". The right side of the ad is divided into four rectangles, where full-color pencil illustrations of one man from the chin downward are wearing various styles of Jockey Skants underwear. He is clean-shaven, cleft-chinned, and has a lean swimmer's build. He models the the Skant brief in white, primary yellow, brown print, and a royal purple in a silhouette that is more akin to a low rise brief.

What the well undressed man is wearing this year - Jockey International Skants. Not sure of the time period of this ad but guessing 1970s to late 1980s? If you know, please comment! #underwearhistory #underwearadvertising #jockeyunderwear #jockeyskants #skantsbrief #skants

A black line drawing on a light blue background of a man smiling as he trims his face with a plug-in razor. He is wearing a white Jockey Skants brief. The ad copy reads "new! daring! Jockey SKANTS brief. The bikini-type underwear. 100% stretch nylon. Made only by Coopers".

Speaking of the Jockette/x-brief/St. Tropez Jockey style, it was also known as a Skants brief! Here's a magazine announcing this new! daring! innovation in men's furnishings (and it was almost scandalous at the time!) #underwearhistory #underwearadvertising

A scan of a magazine ad page. It is divided into three columns with a banner across the bottom. It is in grayscale except for the center image, which shows a man wearing a mid-rise or low-rise Jockey y-front brief in a red and white pattern and dark red contrast trim. The colorful man is adjusting his watch and slightly smiling at the camera. Interestingly, the waistband is tunnel and not exposed elastic, so the contrast piping effect calls out the Y-front more easily. The gentleman in the leftmost column has white hair and a mustache, stands with his arms crossed, wearing nothing but full-rise Jockey y-fronts and a smile. The gentleman in the rightmost column also has arms crossed, but is much younger with a surfer shag of white-blonde hair. He wears a pair of leopard patterned Jockey Jockette briefs, also known as x-briefs or St Tropez style. The ad copy below them reads 'Jockey introduces the Semi-Brief. Now we've got every man covered. At last there's a men's brief for those who've grown out of one style but aren't ready for the other. The Jockey Semi-Brief. It's made from cotton interlock with all the comfort and support of a regular brief. including the Y front opening. But with the fashion and style of a Jockette. You could almost say it was the best of both worlds. Comfort and style.'

A Jockey ad announcing the 'semi-brief'. That sounds zingier than mid-rise or low-rise. I love the Jockette/x-brief/St Tropez silhouette that the surfer dude on the right has on! #underwearhistory #underwearadvertising #Jockey #jockette #semibrief #yfront

Two photographs in one - in the first, a man with a hairy chest and forearms lays upon a white duvet on his stomach, looking at the camera. His briefs are visible in the background of the shot. In the other photograph, a young man in glasses wearing only a pair of briefs (or a pair of trunks with the legs tucked in) is standing up reading a book, smiling and talking to someone out of frame.

A man stands with his back to the camera, looking over his shoulder with an unreadable expression. He is wearing a pair of white briefs with 'American Eagle' printed on the waistband and the word 'FLEXY' printed across the upper portion of the rear panel.

A young man in a pair of tie dye American Eagle briefs lays on a bed over a white fluffy blanket. He rests his face on his hand and stares into the camera with a slightly bemused expression.

Four men lay on a pallet of blankets and pillows on a hardwood floor, talking to each other, laughing and pointing at a camera aimed at them from overhead. They wear a selection of American Eagle boxer briefs and briefs and seem to be having a good time!

In 2016 for April Fools, American Eagle did an 'Aerie Man' photoshoot. It makes me sad that it was a joke, with the subtext being that briefs or skimpier options are worthy of mocking and not something men should wear.

If you know someone who thinks like that, unfriend them. #underwearhistory

A photograph of a printed catalog page. There are full-color photographs of men's torsos clad in various low rise briefs, bikini briefs, and tanga briefs. Each product photo of a man wearing a garment has a flat-lay of the same product superimposed. Neons, stripes, paisley, sport prints and white/blue/green/black solids are displayed.

A catalog featuring Canadian-made men's fashion underwear by Ives Chevalier and Prodige. I have thoughts on how various factors killed off mainstream availability of sexy men's underwear. When's the last time you saw a variety of sexy options in a big box or department store? #underwearhistory

Basic Equipment no fly bikini briefs c. 1997. I love the muted earth tones and the simplicity of packaging. Interesting that they were manufactured in different countries and then the packaging was labeled in the final step with a marker. #underwearhistory #bikinibriefs #mensunderwear

Jake Taylor string bikini briefs from around 2004-2007. This was a “store brand” like Covington/Merona/Mossimo #underwearhistory #stringbikini #mensunderwear #underwearpackaging

Jockey Pouch no fly brief c. 1993. The pouch line @ Jockey is about the H-fly and this is like a Poco brief but with exposed elastic for the waistband. IMO this was the forefather of the Calvin Klein body range hip brief. #underwearhistory #jockeypouch #lowrisebrief #nofly

A photograph of a clear plastic box with shelf hanger. A picture of a Caucasian man wearing white string bikini briefs with a narrow waistband and an olive colored tank top over a sky blue background with the word “life” in lowercase next to his smiling face. Three undergarments are visible folded and stored in the plastic box.

A photograph of a clear plastic box with shelf hanger. A picture of a Caucasian man wearing white string bikini briefs with a narrow waistband and an olive colored tank top over a sky blue background with the word “life” in lowercase next to his smiling face is printed on cardboard and slid into the box in front of folded undergarments. Three undergarments are visible folded and stored in the plastic box. The size sticker is red with white text and indicates the package contains men’s size small garments.

Jockey Life / Life by Jockey string bikini briefs circa 2001-2003. This line was a Walmart exclusive and seems to have been fully discontinued as of 2022-2023 and replaced with US Polo Association brand. #underwearhistory #mensunderwear #stringbikini #bikinibriefs

Fruit of the Loom high cut bikinis c. 1987. Made in the USA which is great, but only went to size large. #underwearhistory #bikinibriefs #mensunderwear

Bill Blass Collection for Hanes 1980s-early 1990s. They had a string bikini in this line but it’s very rare. The hi-cut silhouette still provided great range of motion. This is when product photos would still show chest hair before the “smooth” look #underwearhistory #mensunderwear #bikinibriefs

Speaking of brands who used to offer men’s string bikini briefs, Ralph Lauren used to much sexier men’s underwear. This one was from around 2001 and was called “dress shirt blue” in micromodal which was inventive at that time. Now it’s all boxer briefs that go to the knee. 🤢 #underwearhistory

In the 90s and early 2000s, some brands would offer a men’s string bikini, but they often did not stick around. Roundtree and Yorke is a Dillard’s house brand. They still sell the RT&Y full and low rise briefs. #stringbikini #mensunderwear #underwearhistory

One more for now - the Calvin Klein variegated rib sport brief of the early to mid 1990s. An iconic silhouette. Antonio Sabato Jr. wore them in an advertising campaign. #mensunderwear #sportbrief #stringbikini #underwearhistory

A photograph of four pairs of men’s string bikini underwear laid out on a white fabric background. Each has a gray waistband with black FTL letters woven into it, with two horizontal black stripes separating each instance. Two pairs are heathered gray, one pair is white, one pair is black.

This style was the first kind I ever bought for myself with my own money. Fruit of the Loom men’s fashion string bikini briefs. I know this waistband was from at least 1998 to 2004. #fruitoftheloom #vintage #bikinibriefs #underwearhistory