Gossard Undressed | Gossard Lingerie

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Gossard Undressed | Gossard Lingerie

From a beginning in Chicago at the turn of the 20th Century, Gossard has been at the forefront of lingerie design and innovation with the highest reputation for quality, comfort and fit.

1901 Founded by Henry Williamson Gossard, an American representative for a wholesale dressmaking company, he was inspired by the actress Sarah Bernhardt whilst visiting Paris, whose figure he saw transformed by a specially designed corset when she played the unusual role of Napoleon II, a twenty-year-old boy dying of consumption. Henry later founded the H.W.Gossard Company in Chicago in 1901 and set about producing corsets and 'top quality merchandise'.
1922 The company begins to export to the UK, opening an office in London and producing its first sales catalogue for the UK market, featuring corsets and brassieres. A few years later Gossard revolutionises the industry by making the radical step of moving the laces on a corset from the back of the garment to the front, making it much easier to get on and off as well as being much more comfortable.
1930s H.W.Gossard Company ceases to be an American subsidiary and becomes a British company.
1940s During the Second World War, Gossard's production was turned over to assist with Britain's war effort. During that time its workforce produced everything from brassieres for the Wrens to sails, parachutes and single-seater fighter dinghies!
1950s Gossard introduces its first lightweight girdles and takes another innovative step by introducing Silkskin - a lightweight, pre-shrunk girdle featuring an innovative wonder fibre, Nylon from DuPont. Five years later the Perma-lift range of bras and girdles launches, featuring the 'Magic Insert', a cleverly shaped support within each bra cup to give permanent uplift. The company becomes part of the Courtaulds Textiles Group.
1960s Later in the 60's, the company diversified and focused on producing fashionable bras, including the now world-famous Wonderbra.
1970s Responding to bra-burning womens libbers, Gossard developed the sheer glossies range which gave a 'natural' look under clothes. Noting womens busts were becoming fuller Gossard upped their ranges to DD cups.
1980s 'Co-ordination' becomes the buzz word, Gossard creates its Ritz collection of co-ordinates.
1994 Playtex acquires the Wonderbra brand when Gossard's licence to produce it expires. Gossard launches the Ultrabra Superboost soon after to a rapturous response, claiming to give "the biggest cleavage ever...or your money back!". Thanks to Gossard, for the first time a cleavage bra is available for larger cup sizes.
1999 Model Kate Groombridge is named as the 'face' of the Gossard brand.
2000 Sara Lee Corporation buys Courtaulds Textiles, making Sara Lee the owners of the Gossard brand.
2002 The company launched G-Strings by Gossard, a collection of decorative G strings that sold out as soon as they hit the shops, beautiful lingerie designed to be seen. Further launches this year included the new designer collection created by British womenswear designer Elspeth Gibson.
2005 January sees the launch of the innovative SuperSmooth collection, with revolutionary no stitching and no seam technology to provide invisible support and a comfortable second skin. Moulded cups give an enhanced silhouette with an ultra-modern and undoubtedly feminine style. Gossard SuperSmooth proves to be the new 'must-have' for every woman.
2006 DB Apparel is created in February 2006 form the acquisition of Sara Lee Branded Apparel Europe by Sun Capital Partners. Superboost Secret is launched, giving sleek and satin secret shaping. The bra features discreet cushioned cups, providing a natural looking uplifted cleavage. The Superboost Secret shaping briefs give bottoms a boost whilst the shaping thong has a stomach controlling panel - all combined with sexy styling.
2007 Courtaulds (UK) Limited acquire the Gossard brand. New Superboost is launched! 2007 sees the launch of the re-designed and much loved Superboost range. Still delivering the ultimate cleavage, Superboost satin has been redesigned for the first time since 1999. Every woman knows that confidence comes from within and where better to start than with great confidence boosting lingerie.