Australian underwear brand Mitch Dowd is set to be the new licensee of Jockey International, Inc. for Australia and New Zealand in a multi-year deal.
Mitch Dowd will take over from Hanes Australasia, which has managed the brand’s distribution across Australia. Hanes is the managing company of brands such as Bonds, Berlei and Sheridan.
The agreement between Jockey and Mitch Dowd covers established franchises in men’s, women’s and children’s innerwear. The Jockey brand is currently sold online and through major retailers such as Myer, David Jones, Target and Big W.
“Mitch Dowd’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,” Jockey EVP for International Chris Smith said.
“The Mitch Dowd 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, over 60 years after being founded in 1876. The American heritage brand invented the men’s brief in 1934 and the first Y-front fly design in 1935.
“Mitch Dowd’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,” Mitch Dowd CEO Dane Totham said.
“By leveraging our in-house expertise, the integration of Jockey into Mitch Dowd will be smooth, ensuring continuity in product quality, brand identity, and consumer trust.”
In the weeks ahead, Jockey and Mitch Dowd will engage key retail and media stakeholders to ensure a smooth transition of the license.
Mitch Dowd launched his namesake brand in 1987. To fund an art exhibition, Dowd took to Melbourne’s Chapel Street with a new product: hand-painted boxer shorts. Within a week, he sold 150 pairs, launched his exhibition, and sparked the creation of his eponymous label.
Today, the brand sells underwear, sleepwear and socks for men, women and kids.
Mitch Dowd is also sold across major retailers, including Myer, David Jones, Harris Scarfe and The Iconic, as well as via an online website.