Iconic intimates brand plans to rethink bedroom comfort.

Apparel brand Jockey International is entering the bedding market in a new licensing agreement with the Pacific Coast Feather Company.

The partnership, brokered by the Joester Loria Group, will focus on innovating classic bedding basics by introducing Jockey's technical apparel fabrics to PCFC's comfort bedding techniques.

The new Jockey bedding collection includes a range of bedding basics such as comforters, duvets, pillows, pillow protectors, feather beds, fiber beds, mattress pads, mattress toppers and mattress protectors that capitalize on Jockey's classic supersoft fabric, previously applied to undergarments and activewear. In development are stain-resistant textiles and moisture-wicking and stay-dry features that will pair with temperature regulating technology for breathable bedding.

"Our consumers have always trusted Jockey against their skin. As America's leading provider of intimates and underwear, we saw a unique opportunity to apply our patented apparel technologies to the bedding space," says Milou Gwyn, vice president of domestic licensing, Jockey. "We are thrilled to show our consumer how innovation and technology can change the way they sleep. Successfully upgrading bedding basics will further enforce Jockey's position as a reliable provider of everyday essentials for the consumer."