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Raise your hand if you’ve ever been personally victimized by a bra, because same. Despite having been a part of women’s daily lives for decades, they are not necessarily known for their comfort.
A partnership between DuPont and Warners lead to the 1959 invention of Lycra, which allowed for new designs in shapewear and more snug-fitting bras. [21] The late 1950s also saw Warner Brothers diversify its product lineup to include menswear and accessories, as well as sportswear for both men and women.
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For example, the company introduced large floor displays with fitting charts so that women could find the right size without a custom fitting. [4] In 1954, ILC was sold to Stanley Warner Corporation for $15 million [8] ($170 million in modern dollars [9]). The following year, it was the first to advertise under-garments on network television. [10]
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