Gordon Burt took this photo for an advertisement for Jockey underwear. Lane Walker Rudkin was the New Zealand manufacturer for the Jockey brand.
The Y front was immediately popular with New Zealand men, eager to cast aside full-length woollen underwear. The buttons are a result of the wartime shortage of elastic when manufacturers reverted back to knitted bands and buttons.
Image courtesy of Alexander Turnbull Library, Eph-E-COSTUME-1940-04
Image © unknown, contact Alexander Turnbull Library for re-use of this image
Image courtesy of Museum of New Zealand Te Papa Tongarewa, B.026680
All Rights Reserved
Manufactured in Canterbury by Lane Walker Rudkin
Y front brief