1960:
Harry Wolf Sr., a prominent Chicago businessman, becomes president of Cooper's.

1960:
With international licensees in Australia, Europe, and South America. Asia was the next logical step. In 1960, Cooper's signed a license agreement with a key partner in the Philippines.

1961:
European licensees produced classic style briefs with a lower, more modern cut. The Jockey® Low Rise brief was born and became a huge success in Europe.

1961:
The Jockey® Half-boy trademark was introduced.

1965:
The next major step in modernizing men's underwear came in this year. With the success in Europe, Cooper's introduced the Jockey® Life® Low Rise brief in the United States. Within a few years, the "Jockey® Life®" line accounted for 25% of Cooper's business.

1969:
Cooper's management recognized a revolution in the world's social customs and a new value was placed on self-expression. This opened new horizons to Cooper's, not only in underwear, but in some lines of sportswear that Cooper's decided to market as well.