JBS underwear is one of the oldest brands in the world within the category of men’s underwear and has gained widespread popularity across the world since World War II. Back then, only a few underwear collections were carried, the first one called the 300 series, which included boxer shorts and briefs.
Black underwear model causes a stir
JBS underwear was among the pioneers when it came to developing new styles and collections that increased focus on fit and optimized design. The evolving attitude towards men’s underwear fashion spawned a new range of black underwear in the 1960s, giving the JBS brand a cheeky and groundbreaking image. The company’s founder, Jens Bjerg Sørensen, whose initials form the acronym JBS, shows skills in creating publicity. When introducing the all-new black underwear collection, JBS the defied racial tensions at the time and proudly employed a black model to present the collection on the runway.
Unisex styles are in!
JBS keeps cementing its position as one of the leading producers of fashion underwear for men during the late 1960s and 1970s. With the sexual revolution raging at this time, JBS spots a trend in unisex clothing and develops an underwear style to be worn by both men and women. JBS is no longer just men’s underwear brand, and the collection becomes hugely successful.
The rise of the metrosexual male
After trying to break into other clothing categories such as leisure wear and jogging clothes, JBS refocuses its product strategy in the late 1980s to include only underwear for guys. The 1990s meant growing globalization and heightened competition from major international underwear brands, which increase in popularity in line with the needs of the metrosexual man for self-representation. Men become much involved in their underwear choices, whereas before this was generally done for them by their mothers and wives.
Viral underwear video gets 11 million views
As the new millennium dawns, so does new marketing opportunities, and once again JBS gains widespread attention when launching a viral video on the web. The video is made to support the campaign “Men don’t want to look at naked men”, which reverses the traditional roles of the sexes. The video shows a young woman only wearing a white pair of men’s briefs, behaving like a “real man”. The campaign and collection is a massive success, and more than 11,000,000 people view the video online, propelling the brand onto the international underwear scene.
70 years of hard work and bold style choices have positioned JBS as one the most daring and interesting brands of men’s underwear.
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