JOCKEY INTERNATIONAL NAMES MITCHDOWD NEW LICENSEE FOR AUSTRALIA
Mitchdowd brings deep and intrinsic understanding of the Jockey® brand, providing a seamless transition for clients and customers
Kenosha, WI [May 28, 2025] –
Jockey International, Inc. (Jockey) today announced it has named Mitchdowd its new licensee for Australia in a multi-year license.
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 Australia.”
The Jockey brand was first active in Australia in 1938. In the decades since, the family-owned company has crafted elevated essentials for generations of families across the world with uncompromising quality and enduring style.
“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 Australia,” said Dane Totham, CEO, Mitchdowd.
Jockey is a globally recognized, innovative brand with a rich heritage dating back to 1876. The iconic American heritage brand revolutionized 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.
“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, maintaining the highest level of ethical standards in production, and the protection of 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 fibers and packaging utilizing recycled materials.
In the weeks ahead, Jockey and Mitchdowd will engage key retail and media stakeholders to ensure a smooth transition of the license.
– 1876 –
About Jockey International, Inc.
At Jockey, caring and providing comfort is our responsibility. It drives everything we do. It drives us to listen, innovate and improve. To design thoughtfully. To craft skillfully. To give back wholeheartedly.
It's been our motivation since 1876 when our company was founded as a sock company by a retired minister to serve the community. Not because manufacturing socks was a glamorous endeavor, but because Reverend Samuel T. Cooper simply believed the feet of hardworking people deserved better. He vowed to make a difference, and he did.
For nearly 150 years, our third-generation, family-owned company is still driven to do things better. Our heritage of quality, craftsmanship, and care influences everything we touch — from the fabric of each garment to the lives in communities around the globe. We provide comfort and care because it’s our responsibility. It’s in the fabric of who we are. To experience the quality and craftsmanship, visit Jockey.com.
About Mitch Mitchdowd
In 1987, while Rick Astley was topping the charts, a young artist named Mitch Dowd made his own splash—this time in fashion. To fund an upcoming art exhibition, Mitch took to Melbourne’s iconic Chapel Street with a bold new product: hand-painted boxer shorts. Within a week, he’d sold 150 pairs, launched his exhibition, and unknowingly laid the foundations for a brand that would become a household name.
With department stores quickly jumping on board, the boxer short revolution began. What started as a creative hustle evolved into a thriving business, expanding into a full range of high-quality underwear, sleepwear, and socks for men, women, and kids.
Today, Mitchdowd is a category leader with a loyal customer base across Australia. Known for its innovation in fabric, licensed collaborations, and carbon-neutral collections, the brand continues to push boundaries in both design and sustainability.
With nearly four decades of apparel expertise, Mitchdowd is committed to sustainable growth through investment in people, product, and process. Driven by performance, grounded in ethical business practices, and backed by deep industry knowledge in design, sourcing, licensing, and merchandising, Mitchdowd is proud to champion retail excellence. The brand is uniquely positioned to lead the next evolution of Jockey in Australia.