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Sloggi
Sloggi took the world by storm by fully exploiting the advances in the synthetic fabric Lycra. Triumph, the German corset company established the Sloggi brand with snug-fitting, durable panties made with a Lycra and cotton mix, which sold throughout the world during the 80s and 90s with a huge success. All of a sudden, briefs were big business.
The Germans Gottfried Spiesshofer and Michael Braun founded the company in 1886. In 1902, they registered Triumph as the company's trademark, and by 1930 they had successfully established themselves as the largest corset manufacturer in Europe.
Expanding throughout Europe and the Far East by establishing subsidiary companies, Triumph launched a devoted lingerie division in 1966.
Triumph International in the 70s, started to develop and then patented a unique fabric named Corespun. Essentially, cotton was wrapped around the Lycra thread which when woven, produced a comfy, soft, stretchy textile in which only cotton is felt next to the skin of the wearer. This blend ensured that Sloggi smalls retained their wonderful shape and figure-hugging fit no matter how many times they were washed. Made of 95% cotton and 5% Lycra, they could withstand temperatures of up to 200°F (95° C).
The material was ideal and with huge potential, but the company had no idea what to name for their new product. It is said that the marketing people had racked their brains for a brand name but to no avail, and in desperation had collected a pile of letters together, and threw them in the air to see what would emerge. The name Sloggi first appeared.
Initially Sloggi briefs were only available in white and came in a simple range of basics (Maxi, Midi, Mini, and Tanga), however other colours such as black and grey were soon launched to meet demand. The unique selling point of their entire range was a solution to the feminine taboo of visible panty line, and all the styles were tightly figure hugging.
When smalls gained fashion status in the early 80s, logos started to appear on the waistbands of men's underwear and the Sloggi 100 range was introduced in 1983 with the Sloggi logo on the waistband. The brand soon gained a designer-label standing among younger generation who sought after sportswear as opposed to lingerie. An additional line was created for this market, the Tai (essentially a cross between a string and a tanga), together with a soft bra.
In 1991, Triumph International introduced Sloggi for Men in seven different styles and offered men the Sloggi fit and comfort for the first time. At the same time the company worked on a more swish line for women, Sloggi Luxe, which included lace inserts at the sides of six knicker styles, and a soft, plus underwire bra, as well as a body, and four different tops.
In 1995, as a natural progression, when many manufacturers were turning their attention to underwear that shaped the figure and gave uplift for the bottom, Sloggi Control appeared. Soon after, Sloggi launched the 200 and 300 ranges and reinforced the brand's market position as the world's leading pantie,
Sloggi 300 introduced a seamless tubular knit waistband and a longer gusset with two layers of towelling, both of which were designed for increased comfort.
Eventually Sloggi's marketing even influenced the way that consumers
bought panties. Sold individually and in multi-packs, Sloggi's unique
packaging and branding performed strongly on the shelves of leading department
stores during the 90s. Sloggi's success had turned smalls into fast-moving
consumer market. By the late 90s, Triumph International had sold over
400 million pieces around the world, and despite the massive production,
Sloggi's quality remained. Their briefs kept their reputation for comfort,
fit, form, appealing to women of all ages, and in the process Sloggi unintentionally
changed the whole concept of briefs.
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