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Shirley of Hollywood heritage inspires latest collection

Shirley of Hollywood heritage inspires latest collection

American Lingerie brand Shirley of Hollywood is celebrating its platinum anniversary by launching a special 70th Anniversary Collection called Then and Now, which focuses on special occasions such as Christmas, New Year and Valentine’s Day.

Diane Gordon-Freeman, MD of Alterego Lingerie, Shirley’s UK and Ireland distributor, explained: “It all started back in 1948, when Shirley’s founder, Herman Schlobohm, was selling manufacturing accessories to the bra and corset industry in New York. He then took his business west to California and started the National Corset Supply House, a family business that grew to include sons Jon in 1960 and Roy in 1961.  After years of manufacturing lingerie components, the Schlobohms decided to put the pieces together and manufacture their own lingerie in 1966. Four years later, they purchased the Shirley of Hollywood name from a retiring customer and expanded their product line to include corsets, busters, baby dolls, chemises, bras, panties, thongs, stockings, pyjamas, lounge wear and much, much more.”

The 1980s brought the third generation of Schlobohms into the family business, and today, the Shirley family includes more than 100 employees.

“The Then and Now collection is directly inspired from the design drawings from the ‘40s, ‘50s and ‘60s,” Diane continued. “The catalogue and online imagery shows the original pencil drawings, alongside the brand new garment photograph of today. It’s a great idea and we hope that our customers like it as you can see how far technology has bought us.”

Contact Alterego Lingerie for catalogues, images, and further details on stock.

Alterego Lingerie:

[T] 0845 094 6603

[E] [email protected]

[W] www.alterego-lingerie.com