“Jockey is ultimately a brand that is made by locals for locals. This is something that we are extremely proud of, and will therefore look to celebrate whenever we can. Durban is a beautiful city, and therefore an ideal location to portray a celebrated brand like Jockey,” says Jockey marketing associate, Garlai Combrinck.

Jockey locally manufactures and retails underwear and sleepwear garments for men, women and children who love the idea of spontaneity, adventure and playfulness. The Jockey South Africa license was awarded to Ninian & Lester in 1951 and the first Jockey garments were launched two years later in 1953. Since then, they have firmly entrenched themselves as one of the largest manufacturers of underwear in South Africa, and the factory and offices of Ninian & Lester, having remained at the same location over the years, has become an iconic landmark in Durban.

The campaign, which took place over three days, was shot at a beach house in La Lucia, the Durban Gardens on the beach front, Skate Park, and the Durban Beachfront. “The entire team including the photographer, stylist, hair and make-up artist, production team and models were all Durban based,” confirms Combrinck.

She continues, “Durban has it all, stunning weather, beautiful locations and exceptionally talented people. This is something that the Jockey brand wants to continually reiterate, we are a Durban company and proud of it."

In keeping with the fundamental attributes of the Jockey brand the ‘Durban Dayz’ campaign continues to celebrate the experience of life lived to the fullest. “It represents spontaneity, energy, adventure and playfulness – all characteristics that are synonymous with Jockey. Ultimately our aim is to emphasise how the design, fit and style of all Jockey ranges are made with the wearer’s wellbeing and everyday life in mind. We are confident that this campaign has successfully achieved this, proving that in everyday life its Jockey or Nothing,” ends Combrinck.