Jockey International, Inc. (Jockey) announced today that it has named Mitchdowd its new licensee for New Zealand in a multi-year license. Mitchdowd brings a deep and intrinsic understanding of the Jockey brand, providing a seamless transition for clients and customers.
The agreement between Jockey and Mitchdowd covers established franchises in men’s, women’s and children’s innerwear, including elevated essentials, performance garments and innovative solutions.
"Mitchdowd’s deep understanding of the retail landscape will ensure Jockey remains a category leader, with engaging campaigns and strong retail execution, driving continued growth for the Jockey brand and innovative solutions for consumers," said Chris Smith, EVP-International, Jockey.
"The Mitchdowd team possesses decades of combined experience with Jockey, making them the perfect ‘fit’ to deliver for our brand’s next chapter in New Zealand."
The Jockey brand was first active in New Zealand in March 1940, started by Lane Walker Rudkin, a Canterbury company, making New Zealand one of the first four countries in the world to make the iconic American brand. Jockey continues to be a top choice for Kiwis today.
"Mitchdowd’s agile and creative approach to design and merchandising will enhance the Jockey brand’s market positioning, fostering future growth and innovation, ultimately benefiting families in New Zealand," said Dane Totham, CEO, Mitchdowd.
Jockey is a globally recognised, innovative brand with a rich heritage dating back to 1876. The iconic American heritage brand revolutionised the innerwear market by inventing the men’s brief in 1934 and the first Y-front fly design in 1935, a product that became a global sensation and continues to be a consumer favourite in the territory today. In the decades since, the family-owned company has crafted elevated essentials for generations of families across the globe with uncompromising quality and enduring style.
"By leveraging our in-house expertise, the integration of Jockey into Mitchdowd will be smooth, ensuring continuity in product quality, brand identity, and consumer trust," said Totham.
With nearly 150 years of experience solving the human need for comfort, Jockey believes that making a positive impact on people’s lives is as important as the products it creates.
Jockey has been at the forefront of innovation and uncompromising quality, launching various product lines that cater to men, women, and children across international markets. It maintains the highest ethical standards in production and protects workers’ human rights.
With a heritage deeply rooted in providing comfort and care, Jockey sees a responsibility to find ways to develop collections that feature recycled fibres and packaging utilising recycled materials.
In the weeks ahead, Jockey and Mitchdowd will engage key retail and media stakeholders to ensure a smooth transition of the license.
