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JOCKEY & DIEZ DIEZ
presentation at the Cibeles Madrid Fashion Week
22 September 2009


Social life and men's underwear

On 22 September 2009, the US brand Jockey shows under the title 'Cult meets Art' the cooperative collection of the Spanish label Diez Diez by Carlos Diez at the 50th Cibeles Madrid Fashion Week.

Díez Díez re-interpreted the products of the retro-collection ‘Jockey by Cooper’s’. The enfant terrible of the Spanish fashion scene added button details on six women’s and men’s outfits. Cooper is the name of the founder Samuel Cooper who started his hosiery business in 1876 in St. Joseph, Michigan (US). In 1929 the company changed its name into Cooper's. In 1934, Cooper's developed a short pant with the so called 'jock strap' between the legs which is the source for the label's name 'Jockey'. Today, the brand is an American iconic label, distributed in the whole world. The company is still family-owned.

fig.: Diez Diez interpretation of the retro-collection ‘Jockey by Cooper’s’ on 22 September 2009 on the catwalk during the Cibeles Madrid Fashion Week.

'Cult meets Art' has tradition at Jockey. Pop-Art-Icon Andy Warhol committed himself to Jockey for all his life. It is said that he gave inspirational strengths to the Y-Front brief.

The Colored Y-Front, a retro-model from the 1960s, is this year's top seller. Jockey argued in a press release in summer 2009, that the company’s statistics show that men prefer colorful underwear in difficult economic times. The brand reports that during the years of the 'Great Depression' (1930ies) men have worn rich illustrated boxers instead of uni-colored underwear to compensate frustration and the loss of control.

The absolute bestsellers in the first half year 2009 had been the Colored Y-Front in the colors 'Powder Pink', 'Baby-Blue', and 'Orange'.

Following the spirit of emancipation, Jockey offers the 'Colored Y-Front' since spring 2009 for women too.

Video youtube.com/watch?v=Dozsu7-Jj_w: Pieces by Carlos Diez on 22 September 2009 on the catwalk of the Cibeles Madrid Fashion Week (18 - 22 Sept 09).

Carlos Diez is born 1967 in Bilbao, Spain. He is working on his own collections and designs for other brands like Converse or Jockey. Additionally, he is stylist in fashion, film and advertising. On his clients list you will find names like Absolut, Nike, Heineken, or Coca Cola. In 2006, Carlos Diez has won the L’Oréal Best Young Collection Award (Pasarela Cibeles).



Source: Original article with images and video on http://www.confashion.com/ss2010/jockey10-2009.htm.


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