Jockey is reengineering the traditional boxer.
The innerwear brand has combined the best attributes of the boxer and the boxer brief to produce the “No Bunch Boxer.” It’s made with dual-fabric stretch that remains in place while also offering no bulk, no chafe and no riding up with a tapered leg. The fabric is infused with wicking and odor-fighting technology.
“The boxer is an iconic style, but with the rise of fitted pants, it has become a bit problematic for men,” said Laetitia Lecigne, Jockey’s creative director. “We completely reengineered the fit and shape with the No Bunch Boxer to remove the bulk and execute a design that is not too tight, not too loose and can fit under the tightest jeans without bunching at the legs or ballooning out of pants.”
The boxers, which retail for $18, will be available this month on jockey.com and at Macy’s and Kohl’s. Similar to its Retro Stripe collection, Jockey will launch the new line with an influencer campaign that includes Ben Higgins (@higgins.ben), Alex Costa (@alexcosta), Cody Andrew (@codywestonandrew), Moti Ankari (@MotiAnkari) and Ryan Clark (@ryanstylesnyc), as well as Ali Fedotowsky-Manno (@alifedotowsky), Cara Loren (@caraloren) and Jessi Malay (@jessimalay) with their husbands. They’ve also created an integrated media program with Thrillist.
Since becoming creative director, Lecigne has reworked Jockey’s assortment to appeal to a younger customer. Last year, it collaborated with Urban Outfitters on a capsule collection, and according to Mark Fedyk, Jockey’s president and chief operating officer, the strategy has been to ship to new distribution channels and satisfy a diverse set of channel partners and customers.