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Why Corsets and Brassieres are Essential-- / A report from the Corset & Brassiere Association of America; New York, New York

Collector:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Reports
Arrangement:
NMAH Archives Center, Maidenform Collection, 1922-1997, 0585, Box? Folder ?
Local Numbers:
01058516.tif (AC Scan: cover)
Restrictions:
Unrestricted research access onsite, by appointment.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Corsets  Search this
Brassieres -- 20th century  Search this
Genre/Form:
Reports
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1378

Page 2 from "Why Corsets and Brassieres are Essential" a report from the Corset & Brassiere Association of America; New York, New York

Collector:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Arrangement:
NMAH Archives Center, Maidenform Collection, 1922-1997., 0585, Box, Folder
Local Numbers:
01058517.tif (AC Scan)
Restrictions:
Unrestricted research access onsite, by appointment.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Brassieres -- 20th century  Search this
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1377

Patent drawing for brassiere. # 1,648,464

Collector:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Arrangement:
NMAH Archives Center, Maidenform Collection, 1922-1997., 0585, Box 3, Folder 2
Local Numbers:
03058519.tif (AC Scan)
Restrictions:
Unrestricted research access onsite, by appointment.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Brassieres -- 20th century  Search this
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1436

Patent drawing, brassiere, Maidenform Company, 1938

Collector:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Arrangement:
NMAH Archives Center, Maidenform Collection, 1922-1997., 0585, Box, Folder
Local Numbers:
03058504.tif (AC Scan)
Restrictions:
Unrestricted research access onsite, by appointment.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Brassieres -- 20th century  Search this
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1399

Patent drawing 1,649,736 for brassiere; November 15, 1927

Collector:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Arrangement:
NMAH Archives Center, Maidenform Collection, 1922-1997., 0585, Box 3, Folder 1
Local Numbers:
AC0585-0000002.tif (AC Scan)
Restrictions:
Unrestricted research access onsite, by appointment.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Brassieres -- 20th century  Search this
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1435

I dreamed / I had the / world on a / string in my maidenform...bra... [etc.] [color advertisement]

Advertiser:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Advertisements
Photographs
Tear sheets
Scope and Contents:
Text advertises all Maidenform products, not just brassieres.
Arrangement:
NMAH Archives Center, Maidenform Collection, 1922-1997., 0585, Box, Folder
Local Numbers:
01058522.tif (AC Scan)
Restrictions:
Unrestricted research access onsite, by appointment.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Women in advertising -- 1960-1970  Search this
Sex in advertising -- 1960-1970  Search this
Brassieres -- 20th century  Search this
Dreams  Search this
Brassieres -- 20th century  Search this
Genre/Form:
Advertisements -- 1960-1970
Photographs -- 1960-1970 -- Color -- Reproductions
Tear sheets -- 1960-1970
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1372

[Women at sewing machines in Maidenform factory : black-and-white photoprint.]

Collector:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Photographs
Scope and Contents:
Photographer unidentified.
Arrangement:
Maidenform Collection, 1922-1997, 0585, Box?, Folder?
Local Numbers:
01058511.tif (AC Scan)
Restrictions:
Unrestricted research access onsite, by appointment.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Garment workers  Search this
Sewing machines  Search this
Factories -- 20th century  Search this
Brassieres -- 20th century  Search this
Genre/Form:
Photographs -- 20th century -- Black-and-white photoprints -- Silver gelatin
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1383

[Maidenform workers : black-and-white photoprint.]

Collector:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Photographs
Scope and Contents:
Male and female workers in three rows, standing near factory door.
Arrangement:
Maidenform Collection, 1922-1997, 0585, Box?, Folder ?
Local Numbers:
01058506.tif (AC Scan)
Restrictions:
Unrestricted research access onsite, by appointment.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Brassieres -- 20th century  Search this
Factories -- 20th century  Search this
Genre/Form:
Photographs -- 20th century -- Black-and-white photoprints -- Silver gelatin
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1387

I dreamed / I barged down the Nile in my maidenform bra [color advertisement]

Collector:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Advertisements
Photographs
Tear sheets
Place:
Nile River
Date:
1962
Arrangement:
NMAH Archives Center, Maidenform Collection, 1922-1997., 0585, Box, Folder
Local Numbers:
01058526.tif (AC Scan)
Restrictions:
Unrestricted research access onsite, by appointment.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Egyptian motifs  Search this
Women in advertising -- 1960-1970  Search this
Sex in advertising -- 1960-1970  Search this
Brassieres -- 20th century  Search this
Dreams  Search this
Brassieres -- 20th century  Search this
Genre/Form:
Advertisements -- 1960-1970
Photographs -- 1960-1970 -- Color -- Reproductions
Tear sheets -- 1960-1970
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1393

Maidenform factory

Collector:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Scope and Contents:
High-angle photograph of the Maidenform brassiere factory.
Arrangement:
NMAH Archives Center, Maidenform Collection, 1922-1997., 0585, Box, Folder
Local Numbers:
01058507.tif (AC Scan)
Restrictions:
Unrestricted research access onsite, by appointment.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Brassieres -- 20th century  Search this
Factories  Search this
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1386

I dreamed I drove them wild / in my maidenform bra [color advertisement]

Collector:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Proof sheets
Advertisements
Date:
1961
Scope and Contents:
Woman wearing helmet and brassiere, driving Roman chariot.
Arrangement:
NMAH Archives Center, Maidenform Collection, 1922-1997., 0585, Box, Folder
Local Numbers:
00058503.tif (AC Scan)
Restrictions:
Unrestricted research access onsite, by appointment.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Roman motifs  Search this
Chariots  Search this
Sex in advertising -- 1960-1970  Search this
Women in advertising -- 1960-1970  Search this
Brassieres -- 20th century  Search this
Dreams  Search this
Genre/Form:
Proof sheets -- 1940-1990
Advertisements -- 1960-1970
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1392

Ilia Rodriguez [black-and-white photoprint]

Collector:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Date:
[ca. 1965.]
Scope and Contents:
Young woman sewing a brassiere with a Singer sewing machine.
Arrangement:
Maidenform Collection, 1922-1997, 0585, Box 52, Folder 51.
Local Numbers:
AC0585-0000006.tif (AC Scan)
Restrictions:
Unrestricted research access onsite, by appointment.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Sewing  Search this
Sewing machines  Search this
Brassieres -- 20th century  Search this
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1406

I dreamed I was cut out for fun in my / maidenform / bra [black-and-white advertisement]

Advertiser:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Photographs
Advertisements
Scope and Contents:
The design includes scissors and dotted lines around the female figure and three different brassieres, suggesting paper doll cutouts.
Arrangement:
Maidenform Collection, 1922-1997, 0585, Box 26, Folder, "I dreamed" ads.
Local Numbers:
03058514.tif (AC Scan)
Restrictions:
Unrestricted research access onsite, by appointment.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Women in advertising  Search this
Paper dolls  Search this
Brassieres -- 20th century  Search this
Dreams  Search this
Sex in advertising -- 1960-1970  Search this
Genre/Form:
Photographs -- 1950-1960 -- Reproductions
Advertisements -- 1950-2000.
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1439

Maidenform Collection

Creator:
Maidenform, Inc.  Search this
Photographer:
Avedon, Richard  Search this
Names:
Coleman, Beatrice  Search this
Coleman, Joseph  Search this
Inventor:
Rosenthal, Ida  Search this
Rosenthal, William  Search this
Extent:
35 Cubic feet (87 boxes, 1 oversize folder)
Type:
Archival materials
Collection descriptions
Advertisements
Newsletters
Tear sheets
Photographs
Videotapes
Clippings
Business records
Date:
1922-1997
Scope and Contents:
Patent and trademark documents, advertisements, sales and marketing material, market research, photographs, packaging, company newsletters and magazines, and business records documenting the history of the Maidenform Company from 1922 to1997.
Arrangement:
Collection organized into eleven series.

Series 1, Company History, 1922-1990

Series 2, News Articles, 1941-1997

Series 3, Patents, Trademarks, and Registrations, 1871-1979

Series 4, Publications, 1931-1997

Series 5, Sales and Marketing Materials, 1929-1997

Series 6, Advertising, 1929-1997

Series 7, Photographs, 1927-1993

Series 8, Patterns, circa 1950s

Series 9, World War II Activities, 1941-1946

Series 10, Labor Relations, 1937-1990

Series 11, Miscellaneous Unprocessed Materials
Biographical / Historical:
The history of Maidenform, Incorporated began at Enid Frocks, a small dress shop in New York City owned and operated by Enid Bissett. Ida Rosenthal was a Russian Jewish immigrant and seamstress at Enid's shop. In 1922, Ida and Enid decided that the fit and appearance of their custom-made dresses would be enhanced if improvements were made to the bandeaux style bras then in vogue. They gathered the bandeaux in the middle in a design modification that provided more support in a manner they believed enhanced, rather than downplayed, a woman's natural figure. Ida's husband, William, added straps and further refined the style. The called their bras "Maidenform", in counterpoint to the "Boyish Form" brand then in vogue. Initially, the bras were given away with each dress they sold. As the bras gained popularity they began selling them, and eventually the bras became so popular they stopped making dresses altogether and shifted to full-scale brassiere manufacturing. The first Maidenform plant opened in Bayonne, N.J. in 1925. After World War II, the company began marketing heavily in Europe and Latin America. Eventually, Maidenform operated plants in West Virginia, Florida, Puerto Rico and the Dominican Republic.

Documentation for the development and manufacture of a "pigeon vest" is also included in the collection. The pigeon vest allowed troopers to carry homing pigeons with them as they parachuted behind enemy lines. During World War II, Maidenform manufactured these pigeon vests and silk parachutes for the war effort.

Maidenform advertising campaigns were enormously successful, and generated controversy as well as praise. The now famous "I Dreamed" campaign was launched in 1949; this campaign ran for 20 years, making it one of the longest running campaigns in the history of advertising. The advertisements featured models in everyday or fantastic situations, elaborately costumed but wearing only a Maidenform bra above the waist. This campaign was followed by the "Maidenform Woman" campaign which was credited with boosting sales by 200 percent in some stores. The "Dares to Dream" campaign played off the "I Dreamed" tagline in 1984, and in 1987, the "Celebrity" campaign began. The "Celebrity" ads were notable for the absence of women in lingerie; instead, well-known male actors discussed their feelings about women and lingerie in print and commercial advertisements. The tone of the advertising shifted in 1992 with a series of ads called "The Women's Advocacy" campaign.

Maidenform was family owned and operated until 1997. After the death of William Rosenthal in 1958, his wife, Ida, became the president of their company. In 1963, she suffered an incapacitating stroke. At this time, son-in-law Dr. Joseph Coleman became head of the company. Upon his death in 1968, his wife (the only surviving child of Ida and William) Beatrice Rosenthal Coleman, gained complete control over the business until her death in 1990.

The Ida and William Rosenthal Foundation, a philanthropic and charitable institution founded in 1953, is run by granddaughter Catherine Brawer.
Related Materials:
The Division of Home and Community Life holds Maidenform artifacts including brassieres, girdles, and "long-lines," and two of the costumes used in the "I Dreamed" campaign.
Provenance:
The collection was donated by Maidenform, Incorporated in May 1997.
Restrictions:
The collection is open for research use. Only reference copies of audiovisual materials may be used for research.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Advertising campaigns  Search this
Sex in advertising  Search this
advertising -- 20th century  Search this
Women in advertising  Search this
Brassieres -- 20th century  Search this
Parachutes -- 1940-1950  Search this
Symbolism in advertising  Search this
Homing pigeons -- 1940-1950  Search this
World War, 1939-1945  Search this
Genre/Form:
Advertisements
Newsletters -- 20th century
Tear sheets
Photographs -- 20th century
Videotapes
Clippings
Business records -- 20th century
Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
Identifier:
NMAH.AC.0585
See more items in:
Maidenform Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-0585
Additional Online Media:

Jogbra, Inc. Records

Creator:
Jogbra, Inc.  Search this
Miller, Hinda  Search this
Extent:
16 Cubic feet (30 boxes)
Type:
Archival materials
Collection descriptions
Slides (photographs)
Advertising
Photographs
Business records
Promotional literature
Scrapbooks
Articles
Date:
1977-2008
Summary:
The collection documents the invention of the Jogbra and includes biographical materials, business records, photographs, promotional, marketing and advertising materials, correspondence and audiovisual materials.
Scope and Contents:
The collection documents the invention of the sports bra primarily through marketing and promotional materials. The collection also documents the Jogbra, Inc. company activities, and includes biographical materials, business records, promotional, marketing and advertising materials, photographs, patent records, and audiovisual materials.
Arrangement:
The collection is divided into six series.

Series 1: Biographical Materials, 1980-2006

Series 2: Business Records, 1979-1999

Subseries 2.1: JBI, Inc., 1979-1996

Subseries 2.2: Champion Jogbra, 1988-1999

Series 3: Photographs, 1978-2008

Series 4: Promotional and Marketing Materials, 1979-2000

Series 5: Patent Records, 1978-2003

Series 6: Audiovisual Materials, 1993
Biographical / Historical:
Hinda Schreiber Miller (b. April 18, 1950-) was born in Montreal, Quebec, Canada. She attended the Parsons School of Design (B.F.A., 1972) and New York University (M.F.A., 1976). A costume designer by training, Miller was one of three co-inventors of the modern sports bra in 1977. She and her co-inventors, Lisa Lindahl and Polly Palmer Smith, made their prototype from a pair of men's jock straps in the Costume Department at the University of Vermont.

Miller started the company, Jogbra, Inc., which she renamed JBI, Inc. in 1977 and ran it until it was bought by Playtex Apparel, Inc. in 1990. Playtex Apparel was sold to the Sara Lee Corporation in 1991. Throughout these transitions, Miller continued to serve as president and became CEO of the Champion Jogbra Division of Sara Lee in 1994. Miller left the company in 1997 to pursue other interests. She later became a Vermont state senator (2002-2013) representing the Chittenden District which includes all of Chittenden County. Miller ran unsuccessfully for mayor of Burlington, Vermont in 2006. She is presently president of DeForest Concepts, a consulting firm specializing in small business and the promotion of women entrepreneurs. Miller is married to Dr. Joel Miller and they have one son and one daughter.

The introduction of the sports bra made more sports possible for many American women. Many women were reluctant to participate in sports such as running, basketball, or tennis because of the embarrassment and discomfort associated with the excessive breast motion experienced while participating in sports. The passage of Title IX (1972) and James Fixx's popular 1977 book The Complete Book of Running contributed to the increased popularity of sports for women. This increase in women's sports exposed the inadequacies of conventional brassieres for athletic use: weight shifts from bouncing caused straps on ordinary brassieres to slip around or off the shoulder; excessive motion caused friction and chafed skin; and hooks or other metallic elements tended to poke into the skin; excessive bouncing caused soreness.

Lisa Lindahl's sister, Victoria Woodrow, was frustrated by the inadequacy of her everyday brassiere when she began jogging in the 1970s. Lindahl also jogged and met with the same problems. They went to multiple stores and inquired, but could not find a bra that fit their needs--a bra that kept the breasts pressed flat against the chest and eliminated motion. They also wanted something without seams and hooks, wire or other metal elements. Miller and Palmer Smith created a few prototypes. At the suggestion of Lindahl's husband, the two sewed a pair of jockstraps together and found it to be better than any of their previous prototypes. Originally, they called their product the "JockBra" but later changed it to "JogBra", figuring that the word "jock" might be a turn-off for some women. US Patent 4,174,717 for an athletic brassiere was issued on November 20, 1979.

Marketing their new product (with start-up capital lent by Miller's father, Bruce L. Schreiber) was a challenge. According to Lindahl, buyers for sporting goods stores were "squeamish" about displaying bras, which did not look like lingerie, but an athletic garment. Stores that did feature the Jogbra were pleased by how well it sold. Miller placed strong emphasis on the point of purchase advertising and packaging. The Jogbra line of products expanded to include a women's and men's sport brief and the Thermobra and Thermobrief. Soon, a number of manufacturers, including Vanity Fair, Olga and Warner, were entering the sports bra market.
Separated Materials:
The Division of Culture and the Arts, National Museum of American History, holds Jogbra-related artifacts. See accession 2013.0322.
Provenance:
The collection was donated by Hinda Miller in 2013.
Restrictions:
Collection is open for research.

Reference copies do not exist. Use of these materials requires special arrangement. Gloves must be worn when handling unprotected photographs and negatives.

Social Security numbers are present and numbers have been rendered unreadable and redacted. Researchers may use the photocopies in the collection. The remainder of the collection has no restrictions.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Sporting goods  Search this
Brassieres -- 20th century  Search this
Sports for women  Search this
Sporting goods industry  Search this
Women's history -- United States  Search this
Women athletes  Search this
Genre/Form:
Slides (photographs) -- 20th century
Advertising -- 20th century
Photographs -- 20th century
Business records -- 20th century
Promotional literature
Scrapbooks -- 20th century
Articles -- 20th century
Citation:
Jogbra, Inc. Records, Archives Center, National Museum of American History, Smithsonian Institution
Identifier:
NMAH.AC.1315
See more items in:
Jogbra, Inc. Records
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-1315
Additional Online Media:

I dreamed I was made over / in my maidenform bra [black-and-white advertisement,] 1958

Advertiser:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Advertisements
Tear sheets
Photographs
Arrangement:
Maidenform Collection, 1922-1997, 0585, Box ?, Folder ?
Local Numbers:
01058525.tif (AC Scan)
Restrictions:
Unrestricted research access onsite, by appointment.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Dreams  Search this
Sex in advertising -- 1950-1960  Search this
Brassieres -- 20th century  Search this
Genre/Form:
Advertisements -- 1950-1960
Tear sheets -- 1940-1970
Photographs -- 1950-1960 -- Reproductions
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1370

I dreamed / I was an Egyptian dreamboat in my / maidenform bra [black-and-white advertisement], 1955

Advertiser:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Advertisements
Scope and Contents:
Although the image is based on a photograph, it is not a reproduction of an original photograph.
Arrangement:
NMAH Archives Center, Maidenform Collection, 1922-1997., 0585, Box, Folder
Local Numbers:
01058523.tif (AC Scan)
Restrictions:
Unrestricted research access onsite, by appointment.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Women in advertising  Search this
Egyptian motifs  Search this
Sex in advertising -- 1950-1960  Search this
Dreams  Search this
Brassieres -- 20th century  Search this
Boats  Search this
Genre/Form:
Advertisements -- 1950-1960
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1371

I dreamed I was a knockout / in my maidenform bra [color advertisement]

Advertiser:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Advertisements
Photographs
Tear sheets
Scope and Contents:
Woman wearing bra and boxing gloves in ring.
Arrangement:
Maidenform Collection, 1922-1997, 0585, Box ?, Folder ?
Local Numbers:
01058521.tif (AC Scan)
Restrictions:
Unrestricted research access onsite, by appointment.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Boxing  Search this
Women in advertising -- 1960-1970  Search this
Sex in advertising -- 1960-1970  Search this
Brassieres -- 20th century  Search this
Dreams  Search this
Genre/Form:
Advertisements -- 1960-1970
Photographs -- 1960-1970 -- Color -- Reproductions
Tear sheets -- 1960-1970
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1373

Corbin Bernsen in Maidenform ad "Lingerie does a lot for a woman."

Collector:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Arrangement:
NMAH Archives Center, Maidenform Collection, 1922-1997., 0585, Box, Folder
Local Numbers:
01058518.tif (AC Scan)
Restrictions:
Unrestricted research access onsite, by appointment.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Brassieres -- 20th century  Search this
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1376

Maidenform Medley pre-packs display specifications and pricing information

Collector:
Maidenform, Inc.  Search this
Collection Creator:
Maidenform, Inc.  Search this
Type:
Archival materials
Arrangement:
NMAH Archives Center, Maidenform Collection, 1922-1997., 0585, Box, Folder
Local Numbers:
01058515.tif (AC Scan)
Restrictions:
Unrestricted research access onsite, by appointment.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Topic:
Brassieres -- 20th century  Search this
Collection Citation:
Maidenform Collection, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Maidenform Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-0585-ref1379

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