The Wonderbra is a type of push-up brassiere that gained worldwide prominence in the 1990s. Although the Wonderbra name was first trademarked in the United States in 1935,[1] the brand was developed in Canada. Moses (Moe) Nadler, founder and majority owner of the Canadian Lady Corset Company, licensed the trademark for the Canadian market in 1939. By the 1960s the Canadian Lady brand had become known in Canada as "Wonderbra, the company." In 1961 the company introduced the Model 1300 plunge push-up bra. This bra became one of the best-selling Canadian styles and is virtually identical to today's Wonderbra.
In 1968 Canadian Lady changed its name to Canadian Lady-Canadelle Inc., was sold to Consolidated Foods (now Sara Lee Corporation), and later became Canadelle Inc. During the 1970s Wonderbra was repositioned as the company's fashionable and sexy brand, and became the Canadian market leader.[2]
In 1991 the push-up Wonderbra became a sensation in the UK, although it had been sold there since 1964 under license by the Gossard division of Courtalds Textiles. Sara Lee Corporation did not renew Gossard's license and redesigned the push-up style for the reintroduction of the Wonderbra to the U.S. market in 1994.[3]
Since 1994, the Wonderbra has expanded from the single push-up design into a wide-ranging lingerie fashion label in most of the world. However, in its native Canada, the brand now emphasizes the functional qualities of its products.[4In 1939, Moe Nadler founded the Canadian Lady Corset Company. He created a small sewing shop in the heart of Montreal to make a well fitting, good quality bra in the mid-priced range (from $1.00 to $1.50 retail). As part of this effort, he traveled to New York City and met with Israel Pilot and licensed the Wonder-Bra trademark and diagonal slash patent.[6] In Canada, the trademark lost the hyphen, and became "WonderBra," and in later years became "Wonderbra."
During the wartime years, Canadian apparel manufacturers were subject to quotas on materials. Elastics were unavailable, affecting the comfort and design of women's underwear. The diagonal slash offered a better fitting brassiere without elastics, and became a competitive advantage.[6]
From 1939 to 1955, Canadian Lady marketed several lines of intimate apparel including girdles, panties, slips, swimsuits, and brassieres under the Wonderbra brand. The Company also created sub-brands to target different socioeconomic and lifestyle segments of the consumer market. In contrast, the U.S. market for Wonder-Bra stagnated while the brand was owned by Israel Pilot’s companies. In 1952, Canadian Lady launched Petal Burst with anticipation of tough negotiations with D'Amour—Israel Pilot's U.S. company—around the expiration of the patent in 1955. This new line also adapted to a new fashion trend towards a pointed bust, inspired by Christian Dior's "New Look". The Petal Burst by Wonderbra line was successful and delivered 50% of bra sales by 1957.[7]
The post-patent negotiations were led by Moe Nadler. D'Amour no longer had leverage with a patent, but still demanded that Canadian Lady stop using the designs, and return the pattern templates. Moe Nadler ignored this demand and instead successfully acquired the Canadian, European, and Asian rights to the Wonderbra trademarks. This allowed the company to move forward into the 1960s with the brand intact. By the mid 1960s Canadian Lady was exporting and licensing the Wonderbra line to Western Europe, Australia, South Africa, Israel and the West Indies.[8] In the 1970s, Canadelle acquired the remaining worldwide rights to the trademark, and licensed Giltex (a Canadian pantyhose manufacturer acquired by Sara Lee in the 1980s) to use the Wonderbra brand on hosiery in Canada.
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