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More than being just a functional and fashionable undergarment, the company (in its various incarnations) has been responsible for a great deal of innovation and progressiveness in terms of fashion trends as well as the social status of women to some extent. In the process it has become an iconic symbol of femininity across many nations, and has endured through several decades.
The name ‘Wonderbra’ initially represented the product itself – a type of push-up underwire brassiere – but through the extreme popularity of this product has since become synonymous with the company that manufactures these undergarments.
Its history begins in the 1930s, shortly before the outbreak of the Second World War. During this period (and particularly during the war itself), elastic materials were strictly rationed, making the manufacture of products that relied on such materials difficult.
Designer Israel Pilot managed to get around this problem by designing a new type of brassiere that would cut down on the use of elastics while also increasing comfort and freedom of movement for the wearer. He coined the name ‘Wonder-Bra’ in 1935, and patented his new invention in 1941.