Designed for Active Service poster

This Second World War poster advertises 'Jockey' underwear, worn by many New Zealand men since the mid-1930s.

In 1940, Canterbury firm Lane Walker Rudkin successfully won a licence to manufacture the new Jockey Y-front range of men's underwear from America. New Zealand was one of the first countries in the world to manufacture this iconic international brand.

The introduction of Jockey underwear coincided with the beginning of the Second World War. By March 1940, many New Zealand men were in uniform. Many advertising campaigns referred to the war to increase sales, keep their products relevant, and to be seen to contribute to the war effort. This poster indicates that healthy, fit men will be ready and better equipped for war in Jockey underwear.

Commercial posters such as this were much larger than the government's propaganda posters, and occupied spaces such as railway hoardings.