100 years from the apparition of bras, panties and shapewears

Did you know that this year we celebrate 100 years from the introduction of bras, panties and shapewears? You will find bellow some informations about the intimate lingerie and his history.

Maidenform Brands Press Release:

The LYCRA(R) brand, known for making garments better fitting and more comfortable, is celebrating the 100th anniversary of the bra and the role the brand played in making the bra what it is today. Since 1907 when VOGUE first wrote about the brassiere, the over- the-shoulder-boulder-holder has come a long way, everything from full torso coverage, to backless, to strapless, to completely convertible styles that meet individual tastes.

Just a few years after 'brassiere' was introduced into the lexicon, the 22-year old socialite Mary Phelps Jacob was granted the first U.S. patent for what she named the 'backless brassiere.' She fashioned her invention from two silk handkerchiefs after purchasing a dress that was too delicate to accommodate the standard corset. In 1922, Ida Rosenthal, co-founder of Maidenform(R), established a business by creating bras for all stages of a woman's life. Seventeen years later, in 1939, the word bra was added to the English dictionary. As a leading fabric innovator since 1959, LYCRA(R) fiber has played a key role in changing the shape of what we think of as the modern bra.

The use of LYCRA(R) fiber has resulted in better-fitting more comfortable bras that retain their shape for longer, and has been used widely by the top intimate apparel designers. Recent innovations include the groundbreaking new Black LYCRA(R) technology: a black elastane fiber that reduces "grin through" in dark fabric shades after multiple washes. With such innovations, intimate apparel has become a multi-billion dollar industry in just 100 years; an industry which got its start from Jacob's sale of the patent to the Warner Brothers Corset Company for the small sum of $1,500.

Since then, there have been multiple incarnations of the bra, and numerous developments in comfort and style. In fact, between the 1920s and the 70s Maidenform(R) pioneered the idea of different cup sizes, patented the adjustable bra strap fastener, and introduced the first maternity bra, Wonderbra was introduced to "lift and separate" the bust, and two jockstraps were sewn together to create the 'jog bra.' To commemorate the centennial, the LYCRA(R) brand and Maidenform(R) have selected four bras that celebrate a range of fits. The Maidenform(R) styles highlight the shaping, uplifting, smoothing and fit flexibility that LYCRA(R) fabric technology brings to the intimate apparel industry.

No two women are shaped the same and every woman looks for a different fit when choosing intimate apparel; the LYCRA(R) brand's advancement and innovation in fiber technology continues to contribute to why choices in fit exist today. "The LYCRA(R) brand is proud of its role in making the bra what it is today," says Dianne Lober, Marketing Communications Manager for INVISTA. "Our innovative fibers introduced stretch and recovery into intimate apparel, adding the level of comfort that women need from an article of clothing that is a daily accompaniment."

"Here at Maidenform(R), we are celebrating a long history of innovation that dates back to our founders William and Ida Rosenthal," says Sally Skidmore, Vice President of Marketing and Advertising for Maidenform(R). "As the intimate apparel market evolves so do the needs of our customers, we eagerly look forward to the next 100 years, to the future of the bra, and to the innovation that the LYCRA(R) brand continues to bring to the marketplace."

Source: Maidenform Brands

New Brand names in Paramus at Bergen Town Center

A new place where You will find clothes from famous designers from America to a better price will open on September 28, 2007 at Bergen Town Center.

Filene's Basement, Inc. Press Release:

Paramus will soon be home tofamous off-price retailer Filene's Basement. The legendary bargain emporiumwill open at the Bergen Town Center on September 28, 2007. The Bostonretailer, known for its great prices on brand names and designer apparelfor women and men, will occupy 54,000-square-feet in the mall.

"We are excited about opening a store here in Paramus," said FrankDorn, Vice President and Regional Manager. "Filene's Basement doesespecially well in places where consumers are fashion-aware and labelsavvy, but enjoy the fun of finding a bargain."

Filene's Basement buys current, first quality fashions from some of thetop American and European designers and sells it at prices significantlyless than shoppers would pay in a department or specialty store.

Filene's Basement carries a wide selection of career and casualclothing for men and women, plus outerwear, intimate apparel, shoes andaccessories. The store also sells fine jewelry, watches, luggage,fragrances, salon products and decorative home goods.

Filene's Basement operates two other stores in New Jersey, one inElizabeth at Jersey Gardens Mall and the other at Mercer Mall inLawrenceville.

Store hours for the new Filene's Basement will be 9:30am to 9:30pmMonday through Saturday and closed on Sunday.

Source: Filene's Basement, Inc.