Lee Cooper designed Packit jeans in the 1970s to help a man’s bulge appear larger. Singers such as Bruce Springsteen and Jon Bon Jovi wore the pants to increase their on-stage “presence”. (But that’s not the reason why Bruce Springsteen is called “The Boss!”) Tight jeans is known to hamper concupiscence (libido) whereas the bigger bulge in the jeans enhances comfort.
It was not the first time that Lee Cooper raised some eyebrows. They also designed the Butt Couture jeans which had a cut in the back through which the wearers displayed their buttocks.
Lee Cooper Brands was established in 1908 by Morris Cooper as M. Cooper (Overalls) Ltd and was re-branded to its current name in 1940.
Obviously one would find a witty Oscar Wilde quote on the subject: “Fashion is a form of ugliness so intolerable that we have to alter it every six months.”