cars, activities that demanded greater freedom of move-
ment and lung capacity than allowed by restrictive corsets.
As the idea of the brassiere became popular, patterns
for the home seamstress were available, but the intricacy
of stitching required skills practiced by specialists.
Dozens of small entrepreneurial firms entered the mar-
ket to supply the growing demands for brassieres. Pro-
duction could be mastered and as assembly lines using
readily available components were set up in small quar-
ters, the industry flourished. Designs were patented by
the hundreds, along with specialized machinery for cut-
ting, sewing, making fasteners, and even packaging as
sales of brassieres increased. Special industries produced
the rust-proof wires, hooks, fasteners, and straps in ad-
dition to the fabrics, elastics, lace trims, stitching ma-
chines, and molding units. Brassiere construction
involves up to forty components per garment, using spe-
cialized machines for cutting and sewing. In early designs,
chromium wire fasteners were the norm; these have been
largely replaced by plastic components, which like straps
are produced by specialized firms. Improvements in rub-
ber and synthetic elastics have resulted in their almost
universal use in brassieres. Fabric selection for brassieres
has evolved from the firm coutil and twill weaves used in
the nineteenth century to the fine cottons, embroidered
polyester blends, delicate silks, fiberfill, and soft knits of
the twenty-first century. The brassiere business gave op-
portunity to women in ownership, administration, design,
and manufacturing not readily available in other fields.
There were some self-regulatory aspects within the in-
dustry, particularly regarding nomenclature. What dif-
ferentiated a bandeau from a brassiere was more than two
inches of length below the breasts. Until war shortages
created problems with supplies, there were few govern-
ment regulations for work standards or for wages.
By the 1910s, retailers featured specialist “fitters” in
departments devoted to corsets and brassieres, which did
not have universal cup sizing until the early 1930s.
Brassieres, like other items of clothing, were sewn in
small production companies, often by sweated labor. De-
spite demands of complicated designs, sewers were ex-
pected to produce items of uniform style and size. The
term “cup” was not used until 1916, and letter designa-
tion for cup size was first used about 1933 by S. H. Camp
and Company to imply progression in volume of breast
tissue to be replaced with their prostheses. The under-
breast circumference or band dimension is one part of
early twenty-first-century brassiere size, with the cup vol-
ume designated in letters AA thru I available in retail out-
lets. Introduction of the minimally shaped “training bra”
in the 1950s opened the fashion door for countless ado-
lescents.
Fabrics that could be sewn with flat-felled or bias-
tape covered seams were used to ensure comfort to the
wearer. In pre-1900 brassieres, linen, cotton broadcloth,
and twill weaves were favored. “Whirlpool,” or concen-
tric, stitching shaped the bra structure of some designs
after 1940. As man-made fibers were introduced, these
were quickly adopted by the industry because of their
properties of easy care. Since a brassiere must be laun-
dered frequently, this was of great importance. Zippers
were used in some designs, as well as Velcro, but these
fasteners caused discomfort or caught on clothing and
complicated laundering.
Small, medium, and large companies were making
brassieres in America during the 1930s and 1940s. Some
fell prey to shortages of material during World War II,
others to changes in business practices in the drive for
export markets. There were union problems, and in later
decades challenges switching to computer-aided design.
The need to supply and advertise to a nationwide mar-
ket stretched some firms to the breaking point. Offshore
production was initiated to save labor costs following the
war, eroding influence of garment workers’ unions. In-
troduction of self-service in lingerie departments was an-
other cost-cutting measure, but did not stem the loss of
declining brands. Individual brand-name manufacturers
have been taken over by conglomerates, which resulted
in fewer available designs and less attention paid to qual-
ity, in part due to manufacturing processes being moved
offshore. Brassiere manufacturing companies like Kabo
of Chicago and Kops of New York were in business from
the 1890s until the mid-1960s. Many like G. M. Poix,
Treo, Model, Dorothy Bickum, Van Raalte, and Lovable
lasted fifty or more years, often run by successive family
generations. Maiden Form (until 1948, when it changed
to Maidenform) began production in 1922 as a direct
competitor to the New York–based Boyshform Com-
pany, who made bandeau flatteners for the slim styles of
the times. After being a leader in the industry and de-
veloping through their advertising campaigns one of the
best recognized brand names in history, Maidenform
continues eighty years later with a smaller market share.
Familiar names like Olga, Bali, Exquisite Form, and Play-
tex played important roles in the brassiere industry but
are now owned by conglomerates.
Eroticism is associated with breasts and brassieres,
and brassieres do play a role in the fetish and transves-
tite dressing by males; however, the garment was de-
signed with the female shape in mind. One prominent
promoter of eroticism with a twist of humor was Fred-
erick’s of Hollywood, who has been almost eclipsed in
the early 2000s by the very market-savvy Victoria’s Se-
cret Company. The latter has parlayed lingerie into an
art form, taking eroticism from the boudoir to the front
parlor in an upward thrust of lace. Décolletage, whether
natural or enhanced by padding, is emphasized with the
underwired push-up brassiere and by silicone gel in the
cups. The metallic wire in many brassieres has been re-
placed by flexible plastic, perhaps in an attempt to in-
crease comfort and durability. Brassiere designs have
been adapted over the decades to fashions of backless
dresses, open to the waist in center front, or completely
BRASSIERE
191
ENCYCLOPEDIA OF CLOTHING AND FASHION
69134-ECF-B_107-210.qxd 8/16/2004 1:49 PM Page 191