The company said it was "re-launching" the brand, which has been sold in Thailand for almost 55 years, to appeal to younger customers. The company also plans to ask Jockey International for permission to start exporting the clothes it manufacturers on licence to other markets.

Thailand was the first country in the world that the Jockey casual-clothing range was launched, 10 years ago. The line was introduced in the US four years ago.

Pichai Chirathivat, Central Marketing Group's chief executive, said Central Garment was considering investing in its own production facility or link with local manufacturers to subcontract manufacturing in order to boost production of Jockey products to serve its planned export business.

The Jockey brand has generally been a favoured brand of skivvies for men age over 40. But the company wants to attract younger men starting at age 25. Jockey for Her, its women's underwear brand, is being aimed at women between 17 and 40. The brand is marketed towards the upper-middle segment of the underwear and casual wear market.

"[Jockey] will be more trendy and colourful to meet with the current lifestyles of Thai consumers and the trend towards a more casual look even in the workplace," Pichai said.

Central Garment yesterday also announced that it had sealed an agreement with Cotton Council International (CCI), the license holder of Cotton USA in Thailand, over the introduction of the Jockey line to its Cotton USA licensing programme.

"Under the agreement, the Cotton USA label will be presented along with Jockey on various collections of men's underwear, such as Classic, Elance Basic Bikini, Sports Brief and Cotton Comfort, to guarantee the majority of Jockey products are made from 100-per-cent cotton originating from the USA," said Pichai.

Kraipob Pangsapa, a representative of Cotton Council International Thailand, said that the agreement would give Thai customers confidence that the Jockey brand is 100-per-cent cotton.

Kraipob said that that CCI's Global Lifestyle Monitor 2006 survey found that Thais were increasingly showing a preference for casual wear.

"Our survey also showed that 56 per cent of Thais usually wear casual wear and jeans during their working hours. Almost 73 per cent of consumers also agreed that having casual wear in the work place is acceptable," Kraipob said.

Kwanchai Rungfapaisarn

The Nation