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Of Grand Forks • East Grand Forks January 7, 2021
Published by: Wick Publications
701-740-0968
Issue # 1,201
Chad@TidbitsGF.com
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BRA
by Janet Spencer
Come along with Tidbits as we learn about the bra!
A NEW DEVELOPMENT
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• Ida and William Rosenthal were Russian immigrants who came to America penniless. Ida was a dressmaker and they set up their own business, with her handling finances and sales and him doing the design and tailoring. They were constantly dissatisfied with the way dresses fit around the female bosom. In frustration - and also perhaps in rebellion to the popular flat-chested look of the flapper - they invented the first form-fitting bra which had a separate rounded pocket for each breast and came to a point. • Since all women are not built equally, Ida invented the cup size. They were granted their first patent for the “uplift bra” in 1927. The dresses did indeed fit better. They gave up the dress shop and started the Maidenform Brassiere Company with a capital investment of $4,500 in 1922. Four years later, they had 40 machines turning out mass-produced bras. Forty years later, they had 19 factories producing 25 million bras annually. • Maidenform stayed on the forefront of brassier development. They began marketing bras for every stage of a woman’s life from puberty through old age. Turn the page for more!
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