National Museum of American History
P.O. Box 37012
MRC 601/Room 1100
Washington, DC 20013-7012
9 cubic ft.
Maidenform, Inc. began in a small dress shop (Enid Frocks) in New York City owned and operated by two women: Enid Bissett and Ida Rosenthal. In 1922 they decided the fit and appearance of their custom made dresses would be enhanced if improvements were made to the bandeaux style bras then in style. Enid gathered the bandeaux in the middle of the design modification that provided more support and enhanced, rather than downplayed, a woman’s natural figure. Ida’s husband, William, added straps and refined the style.