The ensuing decades saw changes in how America defined “sexy,” and Frederick’s found a way to keep up with the times—while often leading the way. After years of helping women “catch their man,” Frederick’s turned a corner, emphasizing the value of women looking and feeling sexy for themselves. This kind of change in attitude has maintained and increased Frederick’s customer base and kept sales climbing. Women of all backgrounds, sizes, ages and tastes choose Frederick’s for their lingerie needs, from everyday underwear to those special occasion styles that nobody does like Frederick’s.
Rising young stars
More than a few of today’s lingerie staples were born at Frederick’s. “The Rising Star”—the world’s push-up bra, was launched in the early 1950’s to great success, and today is emulated by every intimate apparel manufacturer in the world. Still the leader, Frederick’s currently offers more than 15 styles of push-up bras to suit every woman.
And push-ups weren’t the only innovation Frederick’s pushed out. Front-hook bras, bras with shoulder pads, padded girdles, body shapers and colorful fashion bustiers—Frederick’s started it all. In 1981, the company introduced the thong panty to the American woman. Today, Frederick’s offers more than 25 styles and sells nearly 40,000 weekly of its wildly popular “Rio” style—the fastest and largest-selling thong around the world.
But even with those smashing successes, Frederick’s hasn’t slowed down. Learn about some of our most recent innovations.
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