Then and Now: A Brief Look at Men’s Underwear at Target

Boxers or briefs? Either way, guys will get their knickers in a knot over Target’s new line of underwear. JKY by Jockey, an exclusive collection of men’s basics including undershirts, socks, underwear, loungewear and accessories that hit Target shelves and Target.com earlier this month.To celebrate this exciting launch—and Target’s 50th anniversary this year—we’re going underneath it all.

Below, we look back at a few milestones, along with awesome archive snapshots (check out the haircuts), of men’s underwear at Target.


1965: It all started with Tarval, one of the earliest Target-exclusive label brands. The rest is history…

1975: Fruit of the Loom, anyone? It was “the fabric of our lives” in the Seventies, and continues to be today. No surprise there.

1985: Did you know Spalding, the company that developed the very first basketball, offered men’s underwear and other basics at Target? Now you do. Basketball and boudoir threads—who knew?

1996: Guests who purchased any Hanes product received a complementary poster of a legend—former Chicago Bulls starter Michael Jordan. Now that’s what we call a slam-dunk!

2010: And then there were two—C9 by Champion and Evolve by 2(X)ist offer guests something that’s never been seen before.

July 2012: The moment we’ve all been waiting for is finally here: JKY by Jockey is a high quality men’s underwear line at Target. The collection’s motto? “It’s time to change your underwear.” We couldn’t agree more.

Check out some brief basics, below. 

1. 2-pk. crew neck t-shirt; 2. 2-pk. crew neck t-shirt; 3. 2-pk. cotton boxer briefs; 4. 2-pk. woven boxers; 5. 2-pk. woven boxers; 6. 2-pk. boxer briefs; 7. 2-pk. J Fly boxer briefs; 8. 2-pk. woven boxers; 9. 2-pk. briefs; 10. 2-pk. Modern briefs

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