Bold. Contemporary. Sexy. This is ‘Live Fierce’ – the new collaboration between global underwear brand, Jockey, and top South African designer, David Tlale.
Reiterating their commitment to fashion and innovation, Jockey officially launched the new range at pre-launch events in Cape Town and Johannesburg, signalling the debut of ‘Live Fierce’ in retail stores across the country.
“A brand at the forefront of its industry, we are always looking at new ways to modernise and keep our customers excited with what we have to offer. We are extremely proud of our partnership with David Tlale, and with what we, as two leading brands, have accomplished with this new range. Its edgy and striking, and yet still has all the qualities that Jockey is so well known for – being good quality and a great fit,” explains Rob Hogg, Jockey National Sales Manager.
Earlier this year, to coincide with the Mercedez Benz Fashion Week, Jockey and David Tlale announced their exciting partnership, with a promise to unveil a new range by Summer 2016. “Jockey by David Tlale will be in stores from October, and is unique and we are confident that customers will, quite simply, love it,” says Hogg.
One of the most recognisable faces in the fashion industry, David is an internationally respected and award-winning designer. With its raw textures and shadow motifs, inspiration for the new range is borne from David’s theatrical approach to fashion, which bears a strong African and baroque influence.
Boasting daring prints, bold features and fierce confidence, the Jockey by David Tlale range is racy, bold and sexy. Designed to make the wearer realise their inner powerful self, this range makes a statement in every essence, proclaiming an independent culture and revealing mightiness.
“Jockey is an internationally renowned brand that has been in the undergarment space for decades. I am extremely excited by this colaboration with Jockey, as I know that in this partnership we have created something special. It’s something really beautiful and sexy, men and women of South Africa are just going to love it,” confirms David Tlale.
The Jockey South Africa license was awarded to Ninian & Lester (Pty) Ltd, from USA, in 1951 and the first Jockey garments were launched 2 years later in 1953. Since then, they have firmly entrenched themselves as one of the largest manufacturers of underwear in South Africa. Jockey retails underwear and sleepwear garments for men, women and children who love the idea of living life to the fullest, and looking and feeling fabulous.
“The range is something so revolutionary, so loud and so unique. We are confident that this range will allow our customers to walk with a fierceness that can only come from within,” ends Hogg.