Among the goodies waiting for me under the Christmas tree this year were two pairs of decidedly retro underpants. Based on the original Jockey Y-front design which ruled the pre-boxer short roost, they’ve been restyled with a slightly longer leg, catering to the demands of today’s discerning trunk-wearer. One pair is a rather flashy mandarin, the other a handsome turquoise, complete with the familiar strategically placed white piping and a faithfully recreated elasticated waistband. Takes my backside back, I must say.

What struck me most though, was the accompanying label, bearing the rather braggy strapline “The original Jockey® Y-Front® brief — a true American legend”. And a photo of what can only be described the kind of dubbered old pants your granddad might wear. Heritage is one thing, but here, I think we’re hitting something of a bum note.

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